October 11, 2021
The ASA and CAP/BCAP have created a resource page to help equip influencers and brands with all the knowledge they need to ensure they stick to the rules when running a prize promotion on social media.
The ASA warns that if a promotion is not run in line with the rules, such as if the draw is unfair, missing important conditions, or if the prize is not awarded at all, it will take action against whoever is promoting it.
The ASA stresses that it is also important for brands and agencies to familiarise themselves with the rules and take advantage of the resources available, as they do not want to be known for letting down customers and will not want to work with influencers with a reputation for misleading those who follow them.
The resource page includes a new checklist for influencers and brands which summarises key issues that should be considered before running a promotion. The checklist includes information on:
- how influencers should correctly administer their promotion, such as considering how many people may participate;
- the ways in which they might want to prepare their posts and content, including making the terms and conditions easily accessible;
- how a winner should be picked fairly, whether it is a subjective skill-based competition or a prize draw or a giveaway; and
- the manner in which a prize is awarded, such as by checking that the winner has met all the entry requirements.
Alongside this new guidance, the resource page features additional infographics and advice articles, as well as the regulators’ video and e-learning advice on promotions.
Given there has been an increase in complaints about social media promotions this year, the regulators have contacted influencers and brands to make them aware of the resource page. To access the new resource page, click here.