On February 10, 2011, the California Supreme Court issued an opinion in Pineda v. Williams-Sonoma Stores, Inc. regarding the permissibility of a retailer’s collection of consumers’ zip codes under California law. Pineda v. Williams-Sonoma Stores, Inc., No. S178241, February 11, 2011. In this case, the plaintiff alleged that the defendant violated California’s Song-Beverly Credit Card Act of 1971. This Act prohibits businesses from requesting that cardholders provide “personal identification information” during credit card transactions and subsequently recording that information. While paying for a purchase at one of the defendant’s stores, the cashier asked the plaintiff for her zip code. The plaintiff complied, allegedly believing that her zip code was necessary to complete the transaction. The plaintiff alleged that the defendant used her name and zip code to locate her home address. The court held that a zip code constitutes “personal identification information” under the Act, and therefore the defendant violated the Act by requesting and recording the plaintiff’s zip code. Many retailers ask consumers’ to provide their zip codes at point of sale transactions. Retailers should review this practice in light of this opinion.