This Advertising Guidance relates to the advertising, running and administering of prize promotions.

The guidance covers the importance of including all significant conditions likely to affect a consumer’s decision to participate in a prize promotion, such as a closing date, the number and nature of prizes and any entry restrictions.  It highlights the need to ensure a promotion is not an unlawful lottery and how to distinguish between prizes and gifts.  It also provides advice on avoiding the implication that consumers are luckier than they are and the fact that consumers must not incur any cost at all in order to claim a prize.

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