Signatures also have very little merit. Usually, the delivery address is looked 
at for all online transactions to validate a fraud claim. Then if they've had 
previous dealings. 9/10 times if you've had dealings with the company, it's 
filed as a retail dispute and a chargeback as you DID authorise them to keep 
your card and Bill you originally. 

Without going into much detail as I can't, there are efficient measures in 
place within UK feaud teams. Signatures are rarely taken into account as it's 
just a squiggle and doesn't actually prove whether it was or wasn't you. Things 
get trickier to deny when you claim to have not been a victim of crime or 
negligent or someone else having knowledge of your PIN when you know...someone 
uses it.

Some cases are granted in favour when Chip + Pin was presented as it is assumed 
someone may have watched and used a cloning machine (rarer than you think).

Majority of fraud on cards is done online as it's easy to get away with and 
banks usually take the hit no questions asked here.
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