Running a 'Winning' Prize Promotion in the United States
Scott Paintin, Vice President & Senior Counsel, Western Union Co.,USA
A well-run prize promotion can stimulate consumer engagement, increase brand awareness, and improve loyalty. By contrast, a poorly run prize promotion can result in negative publicity, damage to the brand, and legal action. To run a “winning” prize promotion and help avoid potentially disastrous results, sponsors need to recognize the variety of laws that can apply to prize promotions. In the United States, these laws include gambling/lottery laws, as well as laws relating to the structuring, marketing and administration of prize promotions.
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