Back in November, we covered online gift card fraud extensively - why it’s such a hot new target for fraudsters, and why it will only continue to rise. But a recent piece by Robin Sidel at the WSJ suggests that traditional brick-and-mortar gift card purchases with counterfeit cards isn’t going anywhere. Given the recent liability shift due to EMV, retailers are finding themselves more on the hook for fraudulent gift card purchases than ever, and are taking drastic measures to attempt to curb it.