EMV (Europay, Mastercard, Visa- the first three credit card networks to adopt the technology) is a fraud-reducing technology that was announced in 2011 and introduced to retail in 2015, that helps protect consumers, merchants and card issuers against potential losses from the use of counterfeit and lost or stolen payment cards at the point-of-sale system. Essentially, the “chip” on the front of the debit or credit card is what EMV refers to. This chip helps encrypt and secure sensitive information, whereas the traditional black magstripe is highly vulnerable to fraud.n nThe deadline that gas station owners had to accept the EMV chip at the pump, or be responsible for the fraud, chargebacks and liability, was April 2021. Everyone who did not upgrade will be subject to paying for fraudulent non-EMV transactions made at their gas station. Previously, the credit card processors/banks were responsible for this fraudentent activity, now they’re not. It’s on the average c-store/gas station owner.