Businesses launching loyalty schemes in the KSA face a complex web of regulatory requirements spanning data protection, consumer protection, financial regulation, competition law, and intellectual property.

By Brian A. Meenagh, Danielle van der Merwe, Khaled Alhuneidi, Ksenia Koroleva, and Faisal Imam*

Loyalty programs have become a cornerstone of customer engagement strategies across the Kingdom of Saudi Arabia (KSA). From airline frequent-flyer schemes to retail and entertainment rewards platforms, businesses are increasingly leveraging points-based incentives, loyalty…