The CardLinx Chameleon Standard Enables Detection of Return Fraud for Card-Linked Offers.


The CardLinx Association, the new association that facilitates the interoperability and growth of card-linked offers (CLOs), and Deem, a leading cloud commerce company delivering Commerce-as-a-Service (CaaS) to a large and diverse ecosystem of customers, today announced a new draft protocol, the CardLinx™ Chameleon Standard, for pro-actively combating fraud resulting from returns of CLO purchases. CLOs are generally much more secure than paper coupons, promotion codes and paper vouchers. CLOs, in which a customer’s use of a payment card automatically generates a discount, pose limited fraud risks. The principal known fraud scenario involves returns or chargebacks with the intent to retain discounts.

The CardLinx™ Chameleon Standard will strengthen the card-linked industry by protecting merchants from offer misuse. The new standard addresses when a rebate reversal should occur and capabilities for automatic reversals. It also establishes data reporting requirements that will enable detection of fraud patterns and fraudsters in real time.

A task force, chaired by Deem, has completed a draft of the CardLinx™ Chameleon Standard, which is now available for member comment at In addition to Deem, other companies participating in the task force include MasterCard, Living Social, CardLytics, and ValPak/Cox Target Media.

The CardLinx™ Chameleon Standard will play a critical role in card-linked commerce at a time when transaction security has become increasingly important.

“The Chameleon Standard protocol ultimately protects all participants and underscores our commitment to a trusted marketplace for CLOs” said Patrick Grady, CEO of Deem. Deem is a founding member company of CardLinx.

“The draft standard is a great example of the tremendous co-operation among CardLinx members who worked together to establish a shared mechanism for fraud detection and prevention,” said CardLinx President and founding CEO, Silvio Tavares.

To learn more about The CardLinx Association visit or follow CardLinx on Twitter or Facebook.

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About The CardLinx Association:

The CardLinx Association,, is the leading association for the card-linked offer industry. The nonprofit group brings together leading merchants, digital publishers, payment networks, and banks-including MasterCard, Discover, Microsoft, Facebook and First Data, among others-to develop industry standards that eliminate friction for consumers and merchants.

CardLinx members, serve or represent over 6 million merchants, have issued over 1.9 billion payment cards, and serve consumers with over 200 million card-enabled accounts and over 700 million active daily users.

About Deem

Deem, Inc. delivers Commerce-as-a-Service to businesses enabling them to save, sell and syndicate resulting in lower costs, increased revenue and enhanced customer loyalty. Over the past year, more than $6.5 billion of relevant commerce transactions occurred across Deem. Deem is headquartered in San Francisco, CA.

Racepoint Global, for The CardLinx Association
Mike Nourie, 617-624-3222