I think what Visa really needs to do is to change the rules for DCC. This is my proposal:

If DCC is to be supported:
1. The DCC selection prompt MUST be presented to the customer on a customer-facing device.
2. The DCC selection prompt MUST in clear language that corresponds to the cardholder's home language.
3. The DCC selection prompt MUST not use ambiguous language such as "yes" or "no" to consenting to DCC.
4. The DCC selection prompt MUST list both amounts and the markup on the DCC rate, and the buttons to select a choice MUST be clear and correspond in an obvious way with the screen.
5. DCC SHOULD not be offered multiple times, IF it is it MUST only be in a way to confirm the selection, and if "no" is chosen, DCC should not be chosen - instead the terminal should return to the previous step (DCC selection prompt).
6. DCC MUST never be applied to card no longer present transactions such as express checkout at hotels and open tabs at bars.
7. DCC MUST never be applied in an environment where there is a shared (both sides of counter) device - an all in one terminal that is then handed to the customer for PIN entry. This type of device offers too much potential for abuse, where a merchant can select DCC before handing the terminal to the customer for PIN entry (or never handing over it at all, if a signature card).

What do you all think of a proposal like that?