Credit card companies also require certain identifying information beyond a name and credit card number. The information received, which can be instantly verified, allows the vendor to know its customer, and its customer s location. Second, vendors typically use software to track the source of their Web site visitors. This information is useful in marketing and advertising efforts. These measures are not 100 percent effective.
Determined customers can take steps to mask their identities.
However, most customers are unlikely to do so. Some claim that non-EU companies will flout the European laws if they are ever put into place. However, large companies have an incentive to cooperate with the Europeans. These companies need the goodwill of foreign governments to insure smooth operations in market countries. Europeans have mentioned protection of the intellectual property of non-EU sellers as one reason for cooperation.