THE BRONX - After a series of high-profile breaches, new liability rules are about to take effect regarding credit card fraud.

Starting today, fraud liability falls to whichever side hasn't yet made an upgrade to new technology, the bank or the retailer.

Consumers will still be reimbursed for any unauthorized transaction on their account, so there is really no difference or change in liability as it relates to the consumer.

One change consumers will notice are new credit cards with embedded chips.

Embedded chips hold payment data, and assign each transaction an individual code, which adds an extra layer of security.

Doug Johnson, of the American Bankers Association, says that about 70 percent of cards will be chip-enabled by the end of 2015, but less than half of retail devices, will be equipped to handle them.

If the point-of-sale device doesn't have the ability to read the chip, the device will still be able to read the stripe on the back of the credit card.

Consumers still have to take the same precautions that they have been taking for years, including checking online statements and credit reports regularly.