A method is provided for generating an electronic coupon comprising generating coupon identification data; generating coupon metadata; and generating the electronic coupon based on the coupon identification data and based on the coupon metadata. Further, a coupon holding device is provided including a coupon receiving unit configured to receive a first electronic coupon; a coupon metadata generation unit configured to generate coupon metadata for the first electronic coupon; and a coupon generation unit configured to generate a second electronic coupon based on the first electronic coupon and the coupon metadata.