It isn't really increased liability for issuers, it is a liability shift. Effective Oct. 1, 2015 the party that has invested in EMV deployment is protected from financial liability for fraud losses on card-present counterfeit card transactions. It is the merchants who are not EMV capable after that date that will have increased liability.
The liability shift for ATMS is further down the road but I do not recall the exact date (it has changed a time or two already).
There is no actual requirement for anyone to deploy EMV, but the liability shift and added security of the technology should give merchants and card issuers enough incentive to proceed with it.
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