MasterCard Rules (PDF)

Special Issuer Programs
6.3 Brand Value Transactions and Proprietary Accounts
6.2.4 Program Name
A Program Name may be present in addition to or in lieu of the Issuer name >>
or the Partner’s name or both on the Card face. A Program Name may be
requested via the Automated Card Design System.
6.2.5 Multiple Partners
Except as may be otherwise set forth in the Standards, if a Program involves
more than one Partner, only one Partner’s name or logo or both may appear
on the Card face. The name or logo or both of any additional Partner(s) may
appear only on the Card back.
NOTE
Variations to this Rule appear in Chapter 10, “Asia/Pacific Region Rules”; Chapter
12, “Europe Region Rules”; Chapter 13, “Latin America and the Caribbean Region
Rules”; and Chapter 15, “United States Region Rules.”
6.2.6 Accept All Cards without Discrimination
A Merchant that accepts any Affinity Card Program Cards or Co-brand Card
Program Cards must accept all other validly presented Cards, without limitation
or exception.
6.2.7 Use of the MasterCard Acceptance Mark
A MasterCard Acceptance Mark displayed at the POI must appear apart from
any Partner identification and must at least have parity in size and prominence
with any Program logo, Program name, or the like, and with any competing
mark also displayed. The Corporation has the right to require the modification
or removal of any POI display of a Program name or logo that the Corporation
determines does not comply with this Rule or reflects negatively on any Mark.
6.3 Brand Value Transactions and Proprietary Accounts
A Brand Value Transaction (“BVT”) means a Customer or third party transaction
that originates by the use of a Card to access a proprietary account, proprietary
application, or both. A BVT is not a Transaction. A BVT is a transaction that:
1. Accesses a proprietary account through use of an Affinity Card Program
Card or Co-brand Card Program Card at the Partner’s own Merchant
locations or at other Merchants that participate in the Partner’s services; or
2. Accesses proprietary stored value residing on a Card’s magnetic stripe or
chip; or
3. Uses a non-payment application residing on a Card, such as a loyalty
application, an electronic coupon, medical information, or paperless
ticketing. The technology employed by the non-payment application (for
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6-4 12 December 2012 • MasterCard Rules