Many other retailers are difficult about discount codes, such Littlewoods and Very [same company of course]. If all companies who did this were banned, we would be left with nothing

dont use discount codes that werent issued to you by the retailer then?

Not a good enough reason OP, and its not really down to us users unless they have actually done something wrong on a mass scale.

Not honouring discounts when they werent for you specifically is them doing the RIGHT thing...

If it was actually for you, then you are entitled to it...unless t&c's state otherwise via a amendment/closure clause...then still they can do so!
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