Marketing rules for competition sites

CAP Code section 8: the essentials

• Treat people fairly (8.2) and administer promotions properly (8.14). Promoters must award prizes as described, or reasonable equivalents, normally within 30 days (8.15.1).
• State significant conditions (8.17) before people enter. These include how to enter, including any free entry route (8.17.2); the closing date (8.17.4); age and geographical restrictions (8.17.7); and the promoter's name and address (8.17.9). Closing dates must not be changed except in unavoidable circumstances beyond the promoter's control (8.17.4.e).
• Prize draws must follow the laws of chance (8.24), with winners picked by an independent person or a computer process that produces verifiably random results.
• Instant wins (8.25): winners must know immediately what they have won and how to claim it without delay, cost or administrative barriers.
• Skill competitions (8.26): use an independent judge, or a panel with at least one independent member, where entries are judged subjectively.
• Charity-linked promotions (8.33–8.34) must say clearly how much goes to charity.

Publishing winners

Rule 8.28.5 requires promoters to publish or make available information that shows a valid award took place. That is ordinarily the surname and county of major prizewinners. At or before entry, tell entrants you intend to do this and give them the chance to object, or to limit what is published. Even if a winner objects, you must still be able to give the information to the ASA if asked. A clear winners page helps you comply and builds trust.

Social media giveaways

The ASA's guidance on “like, tag, comment, follow and share to win” promotions makes several points:

• Winners must be chosen at random. Scrolling through comments by hand and picking one is not acceptable.
• You should be able to show that a valid draw took place.
• Where you award extra entries, for example for tagging friends, those entries must actually count in the draw.
• You should verify that winners met the entry conditions.

Its guidance on running promotions on social platforms also warns promoters to take care if many of their followers are under 18, and reminds them that each platform has its own promotion policies.

Under-18s and vulnerable people

Comps are 18+. The DCMS Code says advertising should not be targeted at anyone under 18 (1.1), and marketing should protect children, young people and vulnerable people (1.11). In practice:

• Set age targeting to 18+ on every ad platform.
• Avoid influencers or creators whose audience is largely under 18.
• Avoid content that appeals particularly to children.
• Never suggest that entering is a way out of debt, a replacement for work or a path to financial security.
• Don't send marketing to players who have suspended their accounts (DCMS 1.5).

Advertising on Meta and other platforms

Meta's advertising standards treat online gambling and games, including raffles, lotteries, sweepstakes and skill game tournaments, as activities that need prior authorisation. Advertisers apply through Meta Business Suite and must show the activity is licensed or otherwise lawful where they target it, and ads cannot be targeted at people under 18. Some platform providers say a solicitor's letter is commonly needed for this application. Check the current policy of each platform you plan to use before you spend money on ads.

Email and SMS marketing

Marketing emails and texts are covered by the Privacy and Electronic Communications Regulations as well as data protection law. See the ICO's guidance on direct marketing. Get valid consent, make unsubscribing easy, and stop marketing to suspended or self-excluded players.

Reaching the trade

If you sell to operators rather than players, for example platforms, payments, prize sourcing or compliance services, you can reach UK comp businesses through our advertising slots and the DCMS signatory and brand directories.

Frequently asked questions

Sources

• CAP Code, section 8: promotional marketing
• ASA: selecting winners in social media promotions
• ASA: running promotions on social platforms
• Meta: online gambling and games advertising policy
• ICO: direct marketing and PECR
• DCMS: Voluntary Code of Good Practice for Prize Draw Operators

Sources checked 29 October 2026.