On February 10, 2011, the California Supreme court issued a decision that a customer’s Zipcode constitues personal identification information (PII) and that requesting or recording a customer’s Zipcode or any other such information could subject retailers to potential litigation. While lower courts ruled that a Zipcode is not PII, but was overturned by the Supreme Court’s recent ruling.
Law suits have been filed against retailers for years under the Song-Beverly Credit Card Act of 1971, but this particular ruling will likely open the flood gates, especially against large retailers that typically ask for this type of information. What is a bit ironic here is that retailers often ask for this information to protect the consumer. However, many retailers Continue reading