Has World Cup fever prompted brands to make promises they can’t keep?

Prizeology’s founder and MD, Sarah Burns, was interviewed for a piece in Elite Business Magazine on World Cup promotions and talked about the importance of complying with UK regulations and risk management, commenting, “Any brands running promotions need to plan carefully, understand the regulations and be aware that there are strict rules that must be adhered to in the UK. Under the UK regulatory code for promotional marketing, prizes can’t be withheld if they’ve been won. The Advertising Standards Authority will always uphold a complaint if a winner doesn’t receive a promised prize.”

In relation to the Auto Trader promotion, in which the company gave away a car as a prize every time the England football team scored a goal, she explained that, “Big brands running a promotion like this would have a risk management policy in place to ensure that they can still give away prizes without financial loss.”

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