The rules of prize draws and competitions must be included in the marketing materials that advertise them. This does not apply if the prize draw is advertised in such a way (e.g. on TV) that the consumer cannot participate in it immediately. The marketing materials must clearly indicate where the rules can be found, however. The rules must be clear and easy to access.
The marketing materials must provide all the relevant information applicable to prize draws and competitions. The intention is to ensure that consumers become aware of the rules, of how and when the prize draw or competition can be entered, what other conditions apply and how the winner will be selected.
Focus on products in marketing
Prize draws and competitions may not be the central element of marketing. The sales promotion of a product or service may not be built entirely upon a prize draw or competition. Consumers must be able to base their purchase decisions on the information provided on the product in question. An excessive emphasis on drawn prizes and opportunities for winning is inappropriate in advertising.
Lotteries in which participation is subject to charge (e.g. money lotteries) are regulated by the Lotteries Act in Finland. With only a few exceptions, the holding of lotteries is subject to licence, and they may only be organised by non-profit organisations registered in Finland. The authorities that supervise this are the National Police Board and police stations.
Competitions aimed at children
Children may not be able to discern the content of messages used in marketing. Nor may they have an adult’s ability to understand the rules of marketing prize draws or the probabilities of winning. For this reason, children may not be the target group for marketing-related prize draws and competitions subject to product purchases. The prizes in draws aimed at underage persons must be appropriate for the target group: in other words, the prizes may not include products not intended for children, such as films or video games forbidden for children under the age of 18.