No, You May NOT Have my ZIP Code

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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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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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