Promotions and competitions

Helpful information on the advertising rules for promotions and competitions, and examples of previous Advertising Standards Authority rulings in this area.

Advertisers can use promotions or competitions to provide an incentive for the consumer or to make products look more attractive. Often these promotions or competitions are temporary; examples include money-off or “two for the price of one”-type offers, text-to-win competitions and prize draws. Ultimately, it is the advertisers who are responsible for ensuring all aspects and stages of their promotions meet the standards of the advertising rules, even when they are using agencies or other third-parties.

All of our work is centred around the need to protect consumers and this is reflected in the strict rules on promotions and competitions. The advertising rules require promotions and competitions to be conducted equitably and fairly, and advertisers must avoid causing unnecessary disappointment. Promotions and competition prizes must be suitable for the target audience and any promotion or competition that requires a purchase to participate must not be addressed to, or targeted at, children.

All ads should be clear and readily understandable by the intended audience. Advertisers should state accurately and unambiguously all the rules, entry instructions and other material terms of the promotion or competition. In particular, participants in prize promotions should be able to retain conditions, or they should be easily accessible, throughout the promotion. Furthermore, conditions and factors likely to affect a consumer’s decision to participate in a promotion or competition should be prominent in all ads. These conditions include how to participate and the closing date.

For prize draws and competitions, independent judges and observers are required, and ads shouldn’t exaggerate or overstate a consumer’s chance of winning a prize. Ads should also not misrepresent the value, nature or availability of the prize on offer and the prize must be as described in the ad when it is received by the winner.

Before running their promotion or competition, advertisers and promoters may find it useful to research other relevant legislation which they need to abide by to make sure they’re acting lawfully. This includes the data protection legislation for which guidance is available from the Information Commissioner’s Office, the Gambling Act 2005 and the Consumer Protection from Unfair Trading Regulations legislation.

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Latest rulings

Since Being Single Ltd
- Upheld
- Internet (sales promotion)
- 24 January 2018
The dating website www.sincebeingsingle.com, seen on 12 September 2017, featured an offer for the “Premium Package” which stated “TRANSFORM YOUR GAME 1-DAY WORKSHOP…+5 Bonuses Worth Over £5,000 OFFER PRICE £497”. The price of £1497 was crossed out. A second offer for the “Core Package” stated “TRANSFORM YOUR GAME 1-DAY...
ACAI Marketing Ltd
- Upheld
- Leaflet
- 20 December 2017
Two direct mailings for a marketing company, ACAI Marketing Ltd:1. The first mailing, received on 14 March 2017, featured text in large font at the top of the mailing that said "FINAL NOTICE". Text in a smaller font below stated "DEAR [recipient's name] An Unclaimed Reward is being held for you at our ma...
Funplus Interactive
- Upheld
- Internet (social networking)
- 20 December 2017
A promoted post on Twitter for King of Avalon, a computer game brand, seen on 5 September 2017, which featured the text, “My friends wouldn’t stop recommending this game to me. Eventually I gave in and now I can’t stop …” A still image of the game was featured below the tweet with a link to play the game, accompanied b...
Grey Haze Online Ltd
- Upheld
- Internet (on own site)
- 20 December 2017
An online banner ad for the e-cigarette and e-liquid manufacturer Grey Haze, seen on 2 June 2017, on the e-cigarette forum www.planetofthevapes.co.uk, stated "10% OFF EVERYTHING! POTV10 USE AT CHECKOUT. WWW.GREYHAZE.CO.UK". The ad provided a link to another page on planetofthevapes.co.uk which contained a lin...

View all rulings

Promotions and competitions

Helpful information on the advertising rules for promotions and competitions, and examples of previous Advertising Standards Authority rulings in this area.

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Funplus Interactive

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Popular advice

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Relevant codes

08 Promotional marketing

28 Competitions