The article appears to put gift cards in the same category as loyalty points. They are not.

A gift card is a store credit paid for with cash or is a refund on a item paid with cash and is a balance sheet liability. Expiring a gift card is banned in most if not all jurisdictions.

However, loyalty points are different. They are an additional benefit subject to rules.

The issue is when organizations unilaterally change those rules, then yes it is a big problem. However, if the rules are stated clearly (rather than in fine print), that it's either use it or lose it after 1 year - then it is completely legitimate.

However, for example many organizations change the points rules, that is cheating because the customer has transacted in many instances expecting to earn those rewards. Then it is a breach of good faith, even if they have given themselves such latitude in the fine print.