ECJ Rules Customer Loyalty Points Are Not Vouchers Under EU VAT Law

The European Court of Justice ruled that customer loyalty points do not qualify as vouchers under EU VAT rules.
Loyalty points are considered promotional tools or discount mechanisms, not prepaid instruments.
Granting loyalty points does not trigger VAT; VAT is only applied at the final sale, accounting for any discount from points.
The ruling provides legal clarity for retailers and e-commerce businesses, confirming most loyalty programs are treated as price reductions.
Instruments that must be accepted as payment, like gift cards, may still be considered vouchers under EU rules.

Note that this post was (partially) written with the help of AI. It is always useful to review the original source material, and where needed to obtain (local) advice from a specialist.