Ryvita’s pack includes several of the required conditions as laid out in the CAP Code Section 8.
Purchase requirement is clearly stated and the closing date (31.03.2026) is visible.
What’s missing? A free-entry route. Under CAP Code 8.17.2(e), if a promotion requires a purchase, has a limited number of prizes or involves a prize draw or winning moment mechanic then it must include a no-purchase necessary route, and that option must be clearly visible on the pack.
This promo requires a code from inside the pack, so there’s no way to enter without buying the product. That’s a red flag. The CAP Code is clear: purchases can’t be a condition of entry without offering a postal or free online alternative.
The ASA has upheld complaints against big brands for precisely this. See this example ruling against a Cadbury campaign.
The required use of a GB bank account to claim your prize may be challenged as an unfair barrier, unless properly justified in full terms.
The pack text is very small. CAP Code Rule 1.7 requires prominent and legible information.
How to fix it
Here’s revised compliant copy Ryvita could use on-pack:
UK, 18+. Purchase or free-entry route required. 1,055 prizes available. Ends 31.03.2026. Max 1 entry per person per day. Winning Moments draw. See full T&Cs incl. free-entry details at ryvita100years.co.uk.
That keeps it concise, fixes the legal issue, and prompts users to check the full terms.
They could also offer:
No purchase? Send your name and email on a postcard to: Ryvita Promo, PO Box xxxx, London W1A 1AA.
Even a QR code linking to that free-entry detail would improve compliance, as long as it’s presented with equal prominence to the paid entry.
Ryvita’s promotion might slide by unnoticed, but it doesn’t meet CAP Code standards for fairness and transparency. If challenged, the ASA would likely rule against it.
Want to stay safe and keep your promotion airtight? Add a free-entry route, make it visible, and keep your T&Cs crystal clear.
Need help writing yours? I’ve got compliant copy ready in seconds. Contact me if you’d like your next promo reviewed before it hits the shelves.
Brand alignment
The idea is in no way distinctive or hard to copy. It seems to offer nothing in the way of brand equity. Unusually, it has no brand personality whatsoever.
Rating: 2.3 out of 5
⭐⭐★★★