For years, banks encouraged customers to chase sign-up bonuses and travel perks. Now, credit card issuers are closing accounts for some customers and social media creators who push the system too far.

The pushback comes as banks try to curb high rewards costs and stop customers from finding loopholes to accumulate massive point balances without using the cards for normal spending, the Wall Street Journal reports.

The tightening of rules affects everyday enthusiasts, prominent influencers and websites who build online followings by sharing tips . These content creators regularly post videos or run specialized blogs detailing how to maximize benefits.

“The banks have gotten wise to some of our games,” Clint Henderson, managing editor at the rewards-card review platform The Points Guy, told the Journal .…