Europe

European promotion compliance made simple

Despite the introduction of several pieces of major legislation such as the Unfair Commercial Practices Directive and the General Data Protection Regulation (GDPR) there is no single rulebook for when it comes to running promotions in EU member countries. Individual member states still insist promotions are run according to their individual rules. For instance;

  • Sweden bans all forms of ‘games of chance’ or prize draws whether linked to purchase or not
  • Some like Portugal and Italy require a complicated Government authorisation process before a promotion can begin
  • Some charge taxes (e.g. 45% in Italy) on the value of prizes
  • Some countries have their own specific rules such as France where entrants must be able to reclaim the cost of internet usage when entering online promotions

And this is all before you even get to the complications that arise from running promotions simultaneously across several countries. Cross-border promotions, particularly on pack, make sense for many of our major brand clients because they enhance brand synergy and are more cost efficient, but they represent specific legal challenges.


Our Knowledge – How we do it

Over the years, we have built up first-hand experience of the laws and best practice in most EU countries. This is supported by a network of hand-picked lawyers in the local countries who can provide practical, straightforward and up to the minute advice so that your promotions will always be in line with current legislation. We use this knowledge to shape your mechanic, draft locally relevant terms & conditions, obtain the necessary clearances and sort out local taxes with the minimum of fuss. Plus, we have a team of auditors and a quality translation service to ensure that a promotion can be run seamlessly from country to country.