Like the rest of the Scots guys on here, one first only per race. The rest are purely gimmicks for sales and can be misleading. Given your example, if it is expressed as you have done there is no misrepresentation. If it is advertised as having won four firsts, which it can be, then it is misrepresentation of fact and is so done purely for sales. Continentals are super at advertising and ten prizes seems a good thing, but it is vague and could be a misrepresentation because the individual takes it to mean something different. A prize could be 1st Club,4th Federation, 18th Amalgamation, 70th Combine, 225th Open, 5 prizes from the one race. This sort of feat could be achieved 10 times in one season, thus giving 50 prizes and the YB's sold at exorbitant prices.