Air Miles has cancelled its expiry policy that was scheduled to take effect at the end of the year.
Effective immediately, there will no longer be a deadline for collectors to use their miles.
“There is uncertainty with provincial governments proposing or considering legislation across Canada so we have decided to cancel the expiry policy so that all collectors, regardless of location, can be confident that their balances will be protected,” says LoyaltyOne president and CEO Bryan Pearson. LoyaltyOne is the parent company of Air Miles.
The company hopes that by cancelling the policy, it will “lead to more meaningful conversations between government and industry, helping to ensure loyalty programs remain viable in all provinces and that Canadian consumers continue to reap the rewards of loyalty programs, regardless of the province in which they live.”
On Monday, members of the Ontario legislature are scheduled to vote on a private member’s bill that would make it illegal for companies to expire rewards points due to the passage of time alone. The legislation would also force companies to restore any points that expired on or after Oct. 1, 2016.
LoyaltyOne has also faced a lot of consumer backlash over the plan to make miles five years or older expire every quarter. The expiry policy was first announced in 2011.