Starting July 22, credit unions and other card issuers may findthemselves picking up some of the tab for merchants that still haven’t migrated to EMV.

On that day, Visa will begin blocking all U.S. counterfeit fraudchargebacks of less than $25. American Express has said it will follow suit with a similar policy by the end ofAugust.

“These smaller chargebacks generate a great deal of work andexpense for merchants and acquirers, with limited financial impactfor issuing banks,” Visa said in a statement.A chargeback is a card issuer demand for a retailer to cover aloss from a fraudulent or disputed transaction.

Also, in October Visa will begin limiting card issuers to just10 chargebacks per account for fraudulent counterfeit transactions.After 10 chargebacks, card issuers will be on the hook for anyfraudulent counterfeit transactions on the account. AmericanExpress said it will implement similar rules by the end of theyear.

“This reinforces the responsibility issuers already have todetect and act on counterfeit fraud quickly,” Visa explained. Theblocks will stay in effect until April 2018 for both Visa andAmerican Express.

Visa said implementing the $25 threshold and the 10-chargebacklimit should cut down on the number of counterfeit chargebacksmerchants see by 40% and the dollar amount of counterfeitchargebacks to merchants by 15%.

American Express said that more than 40% of its counterfeitfraud chargebacks in the U.S. are for transactions under $25.

Most retailers still have not switched to EMV, though many planto do it soon, according to a survey performed in May and June by the National RetailFederation. The NRF found that 48% of retailers have implementedEMV technology or expected to do so by the end of June. A full 86%said they plan to have EMV available by the end of 2016.

“Of those who had not implemented, 57% said they had alreadyinstalled the card readers and other equipment but were stillwaiting for certification by the card industry so they couldturn it on. And 60% of those said they had been waiting for sixmonths or longer,” the NRF reported.

The delay appears to be catching up to merchants that missed theliability shift deadline, which was Oct. 1, 2015. According to asurvey of more than 3.5 million card-accepting merchants bymanagement consulting firm The Strawhecker Group, the number ofchargebacks among small and medium-size businesses rose by 31%year-over-year in the fourth quarter of 2015; dollar volumes rose15%.