Magnetic effect from non-magnetic impurity in superconducting CuO_{2} plane

We propose a new model for impurity center formed by a cathion substitute for Cu, like Zn, in CuO_{2} planes. Its main effect on superconducting electrons is due to the non-zero exchange field on O sites, neighbors to the (non-magnetic) impurity. We discuss a strong suppression of d-wave order parameter, a zero- energy resonance in local density of states, and spin polarization of charge carriers, which can be related to the experimentally observed effects in Zn-doped copper oxides. These results are obtained \emph{without} using the unitary scattering limit.