Shoppers Sue Retailers For Zip Code Requests

At least 25 Massachusetts retailers who asked customers for their zip codes—a common practice to determine demographics or deduce home addresses—have been slapped with lawsuits in the last two years. Asking for the postal codes has cost companies millions in settlements and legal fees. Plaintiffs argue that by asking for the five-digit number at point-of-sale, retailers give the false impression that customers must answer to verify a credit card purchase but in fact retailers use the information to confirm addresses and send junk mail. The state’s Supreme Court opened the door for such suitsin a March 2013 ruling against arts and crafts chain Michael’s.