A recent thwarted attempt at card skimming at a Maryville, Tenn., ATM illustrates the trust many consumers place in ATMs.

When Mike and Roxanne Coffey saw a sign posted at a First Tennessee Bank ATM reading: "Due to recent fraud attempts at this ATM machine, we require you to swipe your card in the reader below before using the machine," they didn't hesitate to swipe their card in the reader indicated -- despite the unusual message.

Fortunately, Roxanne Coffey noted that one of the words in the rest of the message -- "we appologize for the inconvenience" -- was misspelled. The couple examined the device more closely and noticed it was held in place with double-sided tape.

Realizing there was a problem, they called the First Tennessee customer service number. They cancelled the card that had been swiped and removed the reader -- which was actually a skimming device used to harvest card information from unsuspecting ATM users.

The case is being investigated by First Tennessee's security division as well as outside law enforcement authorities, according to the Maryville Daily Times.

In the newspaper's report of the incident, a First Tennessee executive urged cardholders to be alert for anything unusual -- such as the sign -- at ATM locations.

Getting the word out

A number of industry groups are trying to inform cardholders about possible ATM scams in hopes of reducing fraud activity.

The Global ATM Security Alliance (GASA), formed in June of 2003 through the efforts of the ATM Industry Association (ATMIA), last October published a Quick ATM Customer Guide and Top Twenty Tips for ATM Use.

Both are filled with snippets of common-sense advice designed to help users avoid becoming victims of skimming scams, as well as less high-tech crimes such as shoulder surfing, card traps and old-fashioned physical violence. They are posted on the GASA Web site and in ATMIA's online ATM Resource Center

They have been translated into six languages, including the African dialects of Afrikaans, Sotho and Zulu. Some 20 industry entities on four continents contributed information, said Mike Lee, international director of the ATMIA and a guiding force of the GASA.

Lee likened offering ATM usage tips to encouraging motorists to buckle up while driving to reduce their chances of injury.

"One ATM scam involves two or three criminals distracting ATM users so that the PIN can be observed and the card swapped or stolen. One of our top 10 security tips is never to accept assistance from strangers at ATMs. You can see that this simple rule of thumb can make it much harder for criminals to perpetrate this kind of distraction fraud," Lee said. "Another example is that by using a free hand to cover the keypad while entering PINs, cardholders can reduce the risk of shoulder surfing and recording of PINs by miniature cameras."

The tips are in the public domain, so may be used by anyone, Lee said. "We allow deployers to brand and distribute the tips as they see fit. We just want the message to reach cardholders."

The Pulse EFT Association offers a similar set of ATM user tips on its Web site. The tips were revised about a year ago to include specific references to alteration of a machine's appearance -- which is common in skimming scams. "We think it's important to inform the public as these activities become more prevalent," said Mary Brown, Pulse's senior vice president.

Brown said the network provides brochures containing the tips to its members -- for a nominal fee. Members typically distribute the brochures in statement stuffers or in branches. Members also can link to the tips on the Pulse site from their own Web sites, a process that is not even noted by most bank customers, Brown said.

This year, Pulse introduced card holders with the tips printed on the outside that serve the dual purpose of protecting cards' strips from possible electromagnetic interference - again, available to members for a nominal fee. "That way, their customers have the tips with them at all times," Brown said.

She added, "We offer these materials to our members so they can get them into their customers' hands quickly. If they had to design them themselves, it would take longer to get them out there."

Pulse steps up its efforts to get its members thinking about their customers' safety in June, which it annually designates as ATM and Debit Card Security Month.

The American Bankers Association recently added some anti-skimming and other ATM safety tips to the Consumer Connection area of its Web site, said spokesman John Hall.

Hall said the tips are especially important in light of increased media reports on skimming, phishing and other forms of sophisticated identity theft.

"These reports can alarm people," he said. "We want to make sure that they are armed with information that will empower them as ATM users."