I just have one small thing to add to this debate and that is a personal practice I have adopted since becoming a Now TV customer.
Whenever I get a voucher/pass, whether bought directly or free as part of a package, I always call Now TV's help chat upon receipt and confirm with them that the voucher/pass is valid.
You see, with all the best will in the world, sometimes, between production of a pass a receipt by the customer, mistakes can creep in and render a pass invalid, so I always check before I need to use the pass.
Since I've started my "personal check policy" I've come across three passes so far that had some form of fault and I was able to put those right with help from Now TV's help chat or by going back to the retailer.
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