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Sweetbay Data Theft Is Reminder To Protect Your Identity

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By KEITH MORELLI | The Tampa Tribune

Published: March 18, 2008

TAMPA - Among the stack of bills on the desk to be paid, inevitably, is the credit card bill. Some people have more than one card and have more than one bill.

Most cardholders scan the bill for two things: How much they owe altogether and what's the minimum payment due.

The breakdown of the month's charges may get just a glance, with some of the items sparking just vague memories of purchases.

It's always a good idea to keep current on credit card information, officials say, in this time when computer wizards can purloin personal information and finagle the system into charging you for their stuff.

The most recent example is the theft of debit and credit card information from Sweetbay customers, whose personal information was compromised recently by hackers into the company's computer system. The company said that about 2,000 cases of stolen information were reported from stores in New England, New York state and Florida.

Customers who bought things from the Tampa-based supermarket from Dec. 7 through March 8 and used debit or credit cards may be victims, company officials said. There are 106 Sweetbay supermarkets in Florida. Customers with questions may call a dedicated customer assistance line at 1-866-591-4580.

Tampa police Detective Rudy McFarlane said identity theft has always been out there, but with the prevalence of computer commerce, it gets a lot more attention these days, "especially with all the new computer novices who are not familiar with all the tricks of the so-called trade."

Computer users can fall victim to e-mail or chat scams that seek out personal information, he said.
"There are a lot of people out there who want to make a quick buck," he said.

It's difficult to police cyberspace, he said.

"You never know where a criminal is," McFarlane said. "You can't police what you can't see, really."
People can protect themselves to a certain extent, he said, like never giving out Social Security numbers or dates of birth or driver's license numbers.

"Protect your mail," he said. "If you can, get a locking mail box, get it and don't leave mail in the box overnight or over the weekend."

Invest in a paper shredder.

Another tip: When ordering merchandise over the telephone, use a phone with a cord. Cordless or cell phone conversations can be picked up with a scanner, so when you pass on your credit card number, he said, eavesdroppers may be listening.

"You are asking for someone to hijack that information," McFarlane said.

Personal Precautions

According to credit card security officials, identity thieves are finding innovative ways to take personal information like your driver's license, bank account or Social Security number and use it to their advantage.

Authorities say it's all about assuming your identity and then using it to make purchases or set up bank accounts to write bad checks. They can create new credit card accounts and never pay the bills.

They can get car loans or cash advances.

An alert consumer can detect problems, though.

"If you know what to look for and how it happens," said a Visa security and protection Web site, "you can minimize your overall risk."

According to Visa, here are some tips on what to look for:

A lost or stolen purse wallet often contains credit cards and other personal information like a driver's license. A stolen checkbook has your bank account number on it. If that information is found by the wrong person, bad things will follow. Even if the information isn't used, it can be sold to organized rings that will use it.

Thieves rummage through trash cans for pieces of nonshredded personal information that they can use or sell. They look for anything from cancelled checks to utility bills to credit card statements. All such statements should be shredded.

Mail thieves search mailboxes for pre-approved credit offers, bank statements, tax forms or convenience checks.

Visa estimates that half of all identity fraud is committed by friends, relatives, co-workers and trusted people who have access to personal information.

Identity thieves can legitimately get into your home. Babysitters, household workers, health care workers, friends or roommates have opportunities to take your personal information.

The risks of cyberspace are real. Internet users should be careful about sending information online. E-mail or online chatting can be easily intercepted by thieves.

The best protection is being alert. Monitor monthly credit card statements closely, with an eye toward charges you did not make.

Prying eyes are everywhere. When using a card in public, try to keep the number concealed. Some thieves have good memories and will try to memorize your number if you let them.

Keep the number hidden or, better yet keep the card tucked in your wallet until you need it.

Victim? What To Do

Once you realize you have been a victim of identity theft, quick action can mean the difference between years of trying to fix it and clearing it up immediately. Visa offers these tips for victims:

1. Get help. Counselors are available for free to guide you through the process. The consumer network Call For Action can be reached at 1-866-434-6854 or log on to the group's Web site for guidance.

2. Contact one of the three credit bureaus and immediately place a fraud alert on your credit reports. They can stop the thief from opening any more accounts in your name. It just takes one call to one bureau to get the alert listed on all three bureaus. It'll happen within 24 hours.

3. File a police report immediately and keep a copy of the report or the report number as proof of the complaint.

4. Contact your creditors' fraud departments and close any accounts that you suspect have been compromised. After the call, send a follow-up letter. Credit card companies and banks mostly require such complaints in writing and certified mail with return receipt is a good idea.

5. File a complaint with the Federal Trade Commission through the commission's Web site.

Reporter Keith Morelli can be reached at (813) 259-7760 or kmorelli@tampatrib.com.

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