Program liability gets a lot of press, most of it bad. The result is many organizations avoid traditional loyalty programs or seek rule structures to overtly limit liability accrual. While liability is something that should be managed, overly restrictive rules can inhibit interest in a program and cause disloyalty or disinterest as much as loyalty and engagement. More importantly, the rules are changing. If the US moves to international accounting rules, liability will be something marketers will need to consider anytime they offer a value proposition that spans across customer transactions. No more free rides on many of the promotional tactics marketers have used to avoid the dreaded loyalty liability. It is time to really understand the concept of liability and how to use it to drive organizational results and consumer loyalty. This session will give examples of where it is done right, where it is being done wrong and how the world might be changing.