Saturday, May 13, 2006

"Retailers Taken by The Leading Card Association" (

The "Life Takes Visa"® advertisements explain that the Visa Signature® cards provide access to exclusive cultural and sporting events, plus preferred seating at Broadway shows and even exclusive culinary events. All this when you use their "reward cards that reward you for living."


The advertisements don't explain that along with rewards are costs. Merchants are forced to pay even higher interchange fees for processing these premium cards. So, not only are the cardholders, but also the retailer being taken on a ride. Retailers can easily reword the slogan from "Life Takes Visa"® to "Retailers Taken by Visa."®