U.S. card brands need to pay more attention to education, experts say. European countries faced challenges when attempting to justify the expense of EMV migration, and then adopt it. The key to success is the right “carrot and stick” approaches, they say. Experts warn that EMV’s chip-and-signature approach will – and will not – help reduce card fraud in the United States. In Europe, MasterCard in 2005 and Visa in 2006 began holding merchants liable for fraudulent transactions they processed, unless they were using systems compatible with the standard known as EMV.”]
Source: https://www.cuinfosecurity.com/emv-struggle-7-lessons-from-europe-a-8552