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The court found that a ZIP code was "personal identification information" because when combined with the consumer's name, it provided enough information to identify the consumer's address or telephone number.
The company receives a lot of data from online stores, including things like the time of purchase and whether the consumer's name and address were typed or copied in (the latter is more likely to signal fraud).
Many criminals, though, will simply use the number to apply for a new credit card, one that is attached to the consumer's name, although he or she would be unaware of its existence.
"Armed with a consumer's name and ZIP code, Michaels is capable of obtaining its customers' complete mailing address by utilizing a 'reverse phone book' that matches names and ZIP code, which it does in order to increase profits through direct marketing, or it could sell its customers' mailing addresses to third parties," the plaintiff argued in a legal brief filed with the state court.
"Web sites or phone solicitors that claim they can or will register a consumer's name or phone number on a national list -- especially those who charge a fee -- are a scam," the agency said, adding that no one from the federal government tries to confirm personal information once a person signs up.
With credit application, a thief uses the consumer's credit card number and other personal information from the check to apply for credit in the consumer's name, After credit is granted, large purchases are made using that account and, of course, no payment is ever made.
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This information includes consumer's names, Social Security numbers, birth dates, addresses and, in some cases, driver's license and credit card numbers.
But it does play off of the notion that the consumer advocate's name and reputation are going to be tarred in the months ahead...
While it may be a while before consumers see Goldman's name in neon in Times Square or even at the Olympics, the firm seems willing to take other steps consistent with raising its public image.
The International CES is not for the press or even the consumer as the show's name might suggest: It's for startups.
A recent UK study of computer passwords found that one in five consumers choose a pet's name as their password.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com