Bonus points and loyalty programmes are popular – but limited in regulated sectors.
Legal framework
- § 5a UWG: conditions for discounts and premiums must be clear
- § 7 HWG: limits for medicinal products and medical devices
- § 78 AMG and AMPreisV: no bonuses on prescription drugs in domestic pharmacies
- § 3 BuchPrG: fixed book prices
Case law
- BGH, 17 July 2025, I ZR 43/24 – loyalty points on medical devices only up to EUR 1 per purchase
- BGH, 8 Feb 2024, I ZR 91/23 – discounts below the minimum price under AMPreisV are unlawful
Case examples
Double points on books
A bookshop offers “double points on all books”. This may undermine fixed book prices.
Unclear expiry
A programme lets points expire after 12 months without clearly stating this when collecting. Lack of transparency.
