The 100 per household rule is not new and I thought everyone was clear about it. It is mentioned repeatedly in the ink jet thread on paidtoshop and I highlighted it when I wrote a blog post on it last month.

The ENTIRE Clubcard scheme forbids non personal use consumption. This is the excuse they always use for pulling points if they think you have bought too many identical CD's etc, and why anyone who has bought more than 1, possibly 2, Grand Theft Auto's on the same account will be having a nervous time between now and mid January when the vouchers go out.