Consumer protection when applying loyalty programs

Customer loyalty programs are currently outside the scope of legal regulation. Courts rarely defend consumer claims arising from loyalty programs, sometimes stressing that they do not generate an obligation. The article concludes that the agreement on the consumer's joining the loyalty program is an unnamed non-gratuitous civil law agreement, being a public agreement and a contract of adhesion. The loyalty program organizer's right to change the terms of the program and to cancel the points must be subject to reasonable restrictions.