Colleges no longer a boon for credit card firms

The junior at the University of the District of Columbia got a preapproved credit card from Bank of America in the mail her freshman year of college. It had her name on it and a $500 limit, and she took it as a license to spend. Within three days, she bought a cellphone, clothes, and textbooks — and maxed out her card. Her mother is still helping her pay off the balance — plus hundreds of dollars in finance charges and fees.

“They randomly sent it to me,’’ Shaw recalled last week as she started another semester at school. “I was just excited.’’

The landmark federal legislation that overhauled the credit card industry is now reaching into college campuses to protect students like Shaw as they return to school and attempt to juggle not only their education and social lives but also how to pay for it all.

The law, which was passed in 2009 and phased in this year, bans issuers from providing credit cards to people under age 21 unless an adult cosigns for it or the student can show an independent source of income. It also prohibits the companies from offering freebies, such as T-shirts or pizza, in exchange for signing up for a card on campus or at school events, and college groups are required to make public any partnerships they have with card issuers.

Consumer advocates have long criticized the industry for wooing young people who often don’t realize the risks involved, sucking them into a vicious cycle of debt.

“Their goal is to hook you on credit,’’ Ed Mierzwinski, consumer program director of the advocacy group US PIRG, said of the industry’s business model.

The new credit card law was designed to target what lawmakers dubbed “unfair or deceptive’’ practices by issuers and implemented the most sweeping change in the history of the industry. Among the most aggressive provisions were banning interest rate hikes on existing balances and prohibiting issuers from raising rates when their customers miss payments on an unrelated account, such as a mortgage or an electric bill.

The legislation spells out unique protections for young consumers, an attractive market for card companies seeking to grow their business.

Many students use credit cards for legitimate reasons, such as buying textbooks and meals or building a credit history. But lawmakers and consumer groups have attacked issuers for inappropriately marketing to students by holding giveaways on campus, mining alumni association databases, and negotiating lucrative partnerships to provide university-branded credit cards. Several large issuers have been dialing back their promotions. Chase said it stopped using student mailing lists in 2006 and ended marketing on campuses and at athletic events by 2008.

Bank of America said it no longer sets up marketing tables at colleges, but it still maintains partnerships with roughly 700 alumni associations, athletic departments, and some Greek organizations to offer college-branded credit cards to recent graduates.