What you need to know
If you are an influencer or brand running a giveaway, prize draw, competition, or any other type of prize promotion on social media, there are rules which you need to follow.
To help you learn about these rules, and find out how they apply to your promotional marketing in practice, we have created multiple resources, from handy, easy-to-follow checklists and videos, to detailed AdviceOnline entries. Scroll down to find out more about the rules which apply, and use our guidance to help you create compliant promotions.
The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code) applies to all non-broadcast promotions, including those on social media.
Am I responsible?
If you are running a promotion, whether that’s a prize draw, giveaway, or instant win, you are responsible for making sure you follow the rules. Working with a brand or influencer? You could be considered joint promoters.
Which rules apply to my promotion?
Section 8 of the CAP Code applies to promotional marketing, so check the rules when planning your promotion. Remember, other sections and rules might also apply, depending on what you are promoting.
Administration and marketing
Promoters are responsible for administration of promotions, as well as the marketing. Make sure you plan ahead; consider your terms and conditions, and have the resources and processes in place to select winners fairly and award the prizes.
Dealing with unexpected events
Even if something unexpected happens that means that you can’t run the promotion as planned, you need to show that you dealt with this in line with the rules.
Safety and suitability
Promotions should be safe, and cause no harm to participants. Make sure you don’t include any unsuitable, unsafe or irresponsible material.
Know your audience
Targeting is important, particularly for certain types of content or certain products like alcohol, gambling and HFSS foods. Be careful if lots of your followers are under 18, and make sure your marketing won’t offend your audience.
Find further detailed advice and guidance on the rules below.