I don’t know if this would defeat part of the purpose, but what about making it opt-in over a long time period, e.g. giving people all year to put themselves on the list of people who might be chosen to receive codes?
Other than that, I think it’s mostly a question of (to the extent possible without undermining what you’re trying to do) making it pretty clear to the recipients that people take this seriously and would genuinely like them to refrain from using the codes. As far as I can tell, that has already improved from last year. (It seems like there might have been some tonal ambiguity last year, with phrasing intended to be heightened but mostly serious coming across to some readers as playful and mostly joking.)
I don’t know if this would defeat part of the purpose, but what about making it opt-in over a long time period, e.g. giving people all year to put themselves on the list of people who might be chosen to receive codes?
Other than that, I think it’s mostly a question of (to the extent possible without undermining what you’re trying to do) making it pretty clear to the recipients that people take this seriously and would genuinely like them to refrain from using the codes. As far as I can tell, that has already improved from last year. (It seems like there might have been some tonal ambiguity last year, with phrasing intended to be heightened but mostly serious coming across to some readers as playful and mostly joking.)