This article discusses the potential ramifications of the California Supreme Court’s February 10, 2011 decision in Pineda v. Williams-Sonoma Stores Inc., 2011 DJDAR 2278 that ZIP codes constitute "personal identification information" under California’s Song-Beverly Credit Card Act (California Civil Code Section 1747.08). A wave of class action litigation against retailers across California is anticipated, and retailers' marketing and anti-fraud efforts may be rendered less effective as well.
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