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CAP Code rules for competitions and promotions
The CAP Code is the UK rulebook for advertising. Section 8 covers sales promotions, including competitions and prize draws, and is enforced by the Advertising Standards Authority.
Who enforces it?
The Advertising Standards Authority (ASA) applies the CAP Code, which is written by the Committee of Advertising Practice. Section 8 applies to promotions. These rules are about advertising and are separate from the gambling law covered in prize draw vs competition vs lottery. A promotion has to follow both.
Key requirements for promotions
The ASA's guidance summarises these requirements.
Significant conditions (rule 8.17)
Include all significant conditions or information whose omission would be likely to mislead.
Fair administration (rule 8.2)
Promotions must be run under proper supervision with adequate resources. Promoters must deal fairly and honourably with participants and avoid unnecessary disappointment. They should avoid mechanics open to abuse.
Terms and conditions (rule 8.28)
Prize promotions must state additional information clearly before or at entry where leaving it out would mislead. The terms must stay accessible for the whole promotion, be understandable and be changed only in exceptional circumstances.
Availability (rules 8.9 to 8.13)
Phrases like "subject to availability" are not enough.
Prizes
Describe prizes accurately, do not confuse gifts with prizes, and do not exaggerate winning chances or imply that consumers are luckier than they are. Consumers must not pay to claim a prize (rule 8.21.1).
Selecting winners (rules 8.24 and 8.26)
Prize draws must rely on chance. Unless a verifiably random computer process is used, an independent observer is needed. Competitions with an element of skill need an independent judge.
Publishing winners
Prizes must be awarded as described, or as a reasonable equivalent. Advertisers must publish or make available information showing a valid award took place.
Responsibility
Special care is needed with adult products so they do not reach children, and alcoholic drinks should not be featured in promotions aimed at under-18s (rules 8.4 and 8.8).
Charity-linked promotions
Rules 8.33 and 8.34 apply when participation is said to benefit a registered charity or good cause.
Why the ASA matters to entrants
The ASA can look at promotions that appear misleading or unfair, and promoters are expected to follow its rulings. Its guidance shows what it expects in practice: for example, that a single public announcement is unlikely to be enough to contact winners, and that bonus entries must really increase your chance of winning. These details give you something concrete to point to if you complain.
What this means for you as an entrant
- You are entitled to clear terms before you enter. See social media giveaways for an example.
- You should not be charged to claim a prize.
- The winner must be chosen fairly.
- If a promoter changes the rules unfairly, or does not award the prize described, you can complain.
Making a complaint
Start with the promoter. If that fails, you can report a misleading promotion to the ASA through its website. The ASA does not give compensation, but it can ask for a promotion to be changed or withdrawn. Where you suspect fraud, report to Action Fraud; see spotting scam competitions.
Where to read more
The ASA publishes its advice and the full CAP Code text on its website. This page is a summary and the Code itself is the authority.
Frequently asked questions
Who enforces the CAP Code?
The Advertising Standards Authority applies the CAP Code, which is written by the Committee of Advertising Practice.
What does Section 8 cover?
Sales promotions, including competitions and prize draws.
Can a promoter charge me to claim a prize?
No. Rule 8.21.1 says consumers must not be charged to claim a prize.