• All promotions must comply with the CAP Code and specifically the ‘Promotional Marketing’ section regardless of the social media platform. Further rules will apply if your promotion involves alcohol or is aimed at under 16s so make sure you’ve considered the legalities.

• TikTok doesn’t currently have any guidelines in regards promotional marketing on the platform. That doesn’t mean it’s the wild west so proceed with care if TikTok is part of your campaign strategy. This is also the case with LinkedIn so watch out with your B2B promotions.

• Facebook, Instagram and X (formerly Twitter) have their own specific rules when it comes to promotions hosted on their platforms and their policies vary on tagging for example so remember to check prior to confirming your mechanic.

• Short terms that are clearly visible to entrants should accompany any advertising of a promotion on social media. These should include key restrictions such as age and geographical location.

• Remember the Code requires that one judge is independent of the promotion if using a competition to generate entries that will be judged by a panel. Agency staff aren’t normally considered independent so if you’re unsure, please contact us for guidance.

• Some platforms offer the option of private accounts that make tracking of entries and any contact with entrants difficult. You’ll avoid any of these troubles by requiring entries to be submitted from a public account.

If you’re thinking about bonus entries via liking or sharing, it’s essential you’re able to track all these additional entries accurately. The ASA have upheld complaints where promoters were unable to verify bonus entries so ensure you have the technology in place to manage this.

Resharing inappropriate user-generated content (UGC) submitted on social media can land you in hot water. If your promotion involves alcohol and the submission of UGC on social media, a 25+ age restriction will reduce risk. Factor in the rules when devising your plans.