After the EMV liability shift date (October 2015), the fraud liability for a card-present, non-EMV transaction falls on the party which was noncompliant, the is

After the EMV liability shift date (October 2015), the fraud liability for a card-present, non-EMV transaction falls on the party which was noncompliant, the issuer or the merchant. Hopefully this will be a significant driver of EMV adoption by both issuers and merchants.