Answer by Brian Crow: VISA/MasterCard have no rule prohibiting the practice, but consider the consequences. A debit card purchase will count towards the 6 third-party transfers per statement cycle limit of Reg D. You may find that you end up with a significant number of accounts that need to be closed or converted because customers are not going to stop and count the number of purchases they have made when they're in line at the grocery store.
Answer by John Burnett: Without detracting at all from Brian's warning, consider how it would look to your customer. On the one hand the bank is touting the convenience of its debit card to complete transactions, and on the other, the bank greets the dutiful customer who does use the card with a notice warning the customer that if he continues to use it that way, the card may be cancelled or the account closed.
It could make the customer think that the left hand of the bank doesn't know what the right hand is doing.
First published on BankersOnline.com 6/17/13