Faced with limits, gift card issuers adapt

The process of adapting to limits on fees has begun, such as the Valley View Mall’s gift cards, which no longer have expiration related fees, but now cost more when you purchase them.

Another interesting fact about this particular mall’s gift cards is that while the previous ones were American Express branded, they could only be used at mall stores.  The new ones can be used anywhere an Amex card can be used.