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Many consumers have no idea that there is no law stating stores need the zip code to complete credit transactions and they are not obligated to comply with such requests, he said. A retailer can request an ID to complete a credit purchase, but it is illegal to record any information from the ID. “People just do it uniformly,”

Retailers often run a reverse check on the shopper to obtain their address information, and then proceed to send them marketing information, according to Valdes. These mailing lists are often duplicated and sold to other retailers.