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Special Report: Zip Code Dangers

As we head into the busy shopping season, chances are retailers will ask you for your zip code in the check out line. But should you give it to them? It may seem like an innocent question, but those 5 digits could be offering up more about you than you know. Experts say some stores pay to get your personal information from your zip code.
"People don't use cash any more so they either have a debit card or credit card. So they have your name, they have a zip code. It's very easy to figure out what your address is and direct and target market ads to you," said David Jones of Lenoir Rhyne University.

Experts say if you are uncomfortable with the idea of retailers using your zip code for advertisements, then simply say no. Another thing you might want to keep in mind. If you sign up for a store's rewards program, know that all of your purchases are being tracked and stored for marketing campaigns.


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