Prizepot › Social media giveaways: what entrants should know
Social media giveaways: what entrants should know
Giveaways on social platforms are covered by the same advertising rules as any other promotion. The ASA has published guidance on what a proper prize draw should include.
The rules apply on social media too
The ASA and CAP say Section 8 of the CAP Code, which covers promotions, applies wherever a promotion appears and whoever runs it, including brands, influencers and joint promoters. Promoters are responsible for every stage. Platforms also have their own rules.
What the post should tell you
Rule 8.17 requires "all applicable significant conditions" to be communicated where leaving them out would be likely to mislead. The ASA generally expects them in the initial post. Significant conditions include:
- how to enter;
- the closing date;
- the nature and number of prizes;
- any eligibility restrictions.
The ASA says it is unlikely to consider social media posts sufficiently limited by time or space to justify leaving out conditions. One upheld ruling cited by the ASA concerned a caravan prize draw post that did not state the closing date or the nature of the prize. Full terms and conditions should be signposted and available throughout the promotion (rule 8.28).
How the winner should be chosen
Prizes must be awarded in accordance with the laws of chance (rule 8.24). The ASA expects a verifiably random computer process or an independent person, or someone supervising the process, and evidence that the winner was chosen randomly. A staff member manually picking from the comments is not independent. A hat draw can be acceptable with independent oversight and evidence.
Entries and tracking
Promoters need a reliable method for including all valid entries. The ASA expects them to track multi-action entries such as likes, comments, tags, follows and shares. It says that bonus entries must demonstrably increase a participant's chances, and if an entry method cannot be tracked, it should not be used. The ASA gives the example that a Story shared from a private account cannot be checked.
Changing the rules
Under rule 8.23, entry conditions must only be amended in exceptional circumstances. Retrospective terms are unacceptable, even to deter abuse. If the giveaway changes its rules half way through to your disadvantage, you can complain to the ASA.
After you win
The ASA says promoters must make adequate attempts to contact winners and a single public announcement is unlikely to be enough. Winners must not be charged to claim a prize. See claiming your prize.
Warning signs of a fake giveaway
- "Share this post to win" from an account that is not the brand it claims to be.
- A message or comment telling you that you won, and asking you to click a link or pay a fee.
- No closing date, no terms and no named promoter.
- Pressure to act at once.
These match the signs on our scam competitions page. If in doubt, find the brand's official page by searching for it yourself, not through the link in the message.
Questions to ask yourself before entering
- Is this the brand's real account? Go to the brand's website and look for the same promotion there.
- Does the post say when it closes and what the prize is?
- Do I need to follow, tag or share? If so, who will check, and how?
- Where are the full terms?
If the answers are not clear, you may prefer not to enter.
Complaints
You can complain about a misleading promotion to the ASA through its website. The wider rules are covered on our CAP Code page.
Frequently asked questions
Do advertising rules apply to Instagram or Facebook giveaways?
Yes. The ASA says Section 8 of the CAP Code applies wherever a promotion appears and whoever runs it, including brands and influencers.
How should a giveaway winner be picked?
By a verifiably random computer process or by an independent person, with evidence kept. A staff member choosing from comments is not independent.
What should the giveaway post say?
Significant conditions such as how to enter, the closing date, the prizes and any eligibility limits, with full terms signposted.