Today my family and I visited SeaWorld as we do fairly often. As I was waiting at the parking toll booth, I heard the attendant ask a guest for his zip code while swiping his credit card. Apparently this guy and SeaWorld staff don’t read the newspapers. This action is in direct violation of the recent (February 14, 2011) California Supreme Court decision of Jessica Pineda v. Williams-Sonoma Stores, Inc. In a nutshell, merchants cannot ask for a zip code when processing a credit card transaction (with a few exceptions). The zip code can be considered personal information and is a violation of California consumer protection laws.
I mentioned this to the attendant and he said that they ask for it for a survey and also ask it for of cash visitors as well. Yeah, that’s kind of the point as the zip code could be used to link the survey directly to the credit card user.
We’ll see what SeaWorld has to say with the message I sent them. They better act quickly otherwise the fines could start adding up. Too bad I can’t get paid for reporting the issue!