ustomer loyalty programmes (CLP’s) have been used worldwide for more than five decades but have only recently entered the South African landscape (Trade Conferences International, 2013, p. 1). Despite the relative growth, CLP’s in South Africa already generate R12 billion per annum with more than 10 million South Africans carrying at least one loyalty card (Trade Conferences International, 2013, p. 1). The increased use of CLP’s has changed the nature of economic transactions occurring between businesses and customers in the South African landscape, without a corresponding change in how these transactions are dealt with at a fiscal level. One area of concern is how these transactions are dealt with by both the taxation legislation and the administration thereof. This study examines how taxpayers receiving customer loyalty award credits are not taxed on the receipt of these awards but businesses are able to deduct the costs associated with providing CLP awards.