Welcome to the fifth edition of DLA Piper's popular Guide to Prize Promotions Around the World.

As social media, ecommerce and other online platforms proliferate in our increasingly networked era, prize promotions remain a popular marketing tool used globally by businesses to attract customers. While they are an attractive, cost efficient means of reaching a large, multi-jurisdictional customer base, they are not without their legal challenges.

This Guide is designed to assist clients with the management of the early development stages of a promotion and to bring potentially problematic issues to their attention as soon as possible.

New features and trends

This fifth edition of the Guide covers 40 jurisdictions, including the new addition of South Africa. It also includes for all jurisdictions a new section on the ‘hot topics’ in prize promotions regulation, with recurring themes including social media and influencer marketing, loot boxes, scrutiny of online gambling and scrutiny of promotions targeting minors.  

About our global Advertising and Marketing team

The DLA Piper global advertising and marketing team is well-versed in handling complex, frequently multi-jurisdictional compliance projects. This includes advising on compliance aspects of international prize promotions, which we are often asked to clear across large numbers of jurisdictions, while working to short deadlines.

More broadly, our global advertising and marketing team is able to support the full range of advertising-related work, from copy clearance to dealing with advertising regulators and litigation, to negotiating advertising and sponsorship deals, to e-privacy issues and ad-tech. Our advertising and marketing lawyers offer deep understanding of the advertising and media industries, and combine this with a sophisticated approach to cross-border working.


This Guide is not a substitute for legal advice. Nor is it intended to be an exhaustive guide to all rules and regulations relating to promotions in the jurisdictions covered, or to cover all aspects of the legal regimes surveyed, such as specific sectoral requirements. Rather, it aims to simplify what are often complex provisions into a more manageable summary and to highlight areas of potential concern to promoters. It is current as at the last modified date stated in each section.