Thanks for the information about medicines being excluded.

Regarding the limitation of number of claims submitted per annum — that seems barely justifiable if you didn’t give your Heathrow Rewards number at time of purchase (on the grounds that it’s a manual process etc), although airlines do not limit post-factum submissions for mileage credit in similar cases.

But it seems outrageous if their systems don’t register the purchase if you have given the rewards number at time of purchase. Why should customers lose out because of the company’s own incompetence?