Contradictions in the integration of digital loyalty programs and bonus points into everyday life and their impact on the nature of emerging legal relationships

the economic basis of private law is a set of principles and mechanisms that regulate relations between subjects of market relations. Dispositive features and the principle of freedom of contract allow the parties to set the terms of their mutual obligations. Many citizens use discount cards, track unique offers, participate in customer loyalty programs, and accumulate airline miles or bonus points from major retailers. However, it is not always possible to unambiguously interpret the legal relations that arise in the context of this and the consequences of using these privileges and bonuses. The article examines the implementation and limitation of the principle of freedom of contract in the legal relations of the parties established through loyalty programs, forms the author's definition of the digital loyalty score, as well as its marketability, legal aspects of applicability and disputes related to the implementation of the rights of affiliated entities – owners of digital units. The main purpose of this work is to determine the possibilities of applying the principle of freedom of contract and its limitations, and to describe legal relations within the framework of loyalty programs. In addition, it seems important to the author to form the author's definition of the digital loyalty score, to identify the marketability of this object, to consider the practice and problems of the possibility of legal protection in these legal relations.

freedom of contract, loyalty program, digital property, digital rights, restriction of freedom of contract, dispositivity, loyalty score, legal relations, legal consequences