How to market a competition website

Start with the rules, because they shape every ad

Prize promotions in the UK are covered by section 8 of the CAP Code, which the Advertising Standards Authority (ASA) enforces. Before you market a competition website, read it once, then build your ads around it.

The rules that matter most for a competition website are:

• Significant conditions up front (rule 8.17). Anything likely to affect someone's decision to enter must be in the ad. If space is short, the ad must point clearly to where people can find it (rule 8.18). That includes the closing date, the number and nature of the prizes, and who can enter.
• The free entry route (rule 8.17.2). If you offer one, the ASA treats it as a significant condition. It should be explained clearly and promoted at the same level as the paid route. See the free entry route explained.
• No exaggerated odds (rule 8.20). Do not make winning look more likely than it is. ASA guidance warns that a headline prize total can mislead if few of those prizes are likely to be won.
• Fair selection (rule 8.24). Prizes in a draw must be awarded by chance, using a verifiably random computer process or an independent person. See how to run a fair draw.
• No false wins (rule 8.21.1). You cannot say or imply someone has won, or will win, if they have to pay to claim the prize. ASA guidance says a promotion should never have a cost to claim.
• Winner information (rule 8.28.5). Publish or make available information that shows a valid award took place. Tell entrants how winner details will be used, and give them a chance to object.

This is general information, not legal advice. Take advice from a solicitor before you launch.

Get permission before you run ads on Meta

Meta's Advertising Standards have an "Online Gambling and Games" policy. It covers any product where something of monetary value is part of both the entry and the prize, and its list of examples includes lotteries, raffles, skill game tournaments and sweepstakes. Ads for these need Meta's prior written permission. Approval is given for specific URLs and countries, and approved ads must not target people under 18.

In practice, plan for this before your first campaign. Meta says advertisers apply through the Authorizations and Verifications tab in Meta Business Suite and must show the activity is licensed or otherwise lawful where they want to advertise. A paid-entry competition with a skill question is likely to fall inside the policy, so do not assume it is exempt. Meta decides how it classes your product. Policies change, so read the current policy before you rely on this summary.

If you take the Done-for-you plan on Niche pricing, Niche runs the Meta and TikTok ad tooling and the ads for you. You still need to be comfortable with the claims made in them, because the promoter is responsible for what its marketing says.

Build an email and SMS list from day one

Paid social gets expensive and can be switched off. A list of people who have already entered is the cheapest audience you will have, and the best place to find repeat sales.

• Ask for marketing consent separately from the entry. Do not tick the box for people.
• Record when and how each person agreed. Niche keeps a consent log for this.
• Put an unsubscribe route in every message and honour it straight away.
• Send a short, useful sequence: new competition live, closing soon, draw result.
• Keep texts and pushes rare. People mute noisy senders.

The consent and erasure rules are covered in GDPR for competition websites. Niche includes email, SMS and push marketing on every plan.

Use winners and live draws as your best content

People enter competitions when they trust that someone wins. Real proof does more than any slogan.

• Post every winner, with their consent, and show the prize being handed over.
• Stream the draw. A live draw console lets people watch the result being produced.
• Publish how the draw works. Commit-reveal draws using random.org let anyone check the result afterwards.
• Show proof that you bought the prize before the competition opens.

Never invent winners, testimonials or sales figures. It breaks the ASA rules and it is the fastest way to lose customers. Niche has a prize-proof gate that asks for evidence the prize is bought before a competition goes live, which also gives you something honest to show.

Write ads that stay inside the rules

1. Lead with the prize and show it clearly.
2. State the ticket price, the closing date and the maximum number of tickets in the ad or the first screen it links to.
3. Show or link to the free entry route with the same prominence as the paid route.
4. Put the age limit and UK-only restriction where people can see them.
5. Avoid urgency that is not true. Only say "last chance" if it is.
6. Do not use language that pushes people to spend more than they planned.

Build in responsible-play features as well. Spend limits and self-exclusion protect customers and protect you if your practices are ever questioned. They are included on every Niche plan.

Track a few numbers weekly

• Cost per ticket sold from each channel.
• Sell-through of each competition, meaning tickets sold as a share of tickets available.
• Repeat purchase rate, the share of buyers who return for a second competition.
• List growth and unsubscribe rate for email and SMS.
• Refunds and chargebacks, which can show confusing ads.

A monthly sales report is built in to Niche, so you can see these trends without building your own spreadsheet. For the wider picture, start with how to set up a competition website, then read choosing prizes and ticket prices, because pricing decides how much marketing you can afford.

Frequently asked questions