Run on-pack prize promotions? This tool pressure-tests your campaign before it hits shelves.
The Promo Scorecard is a practical framework for marketers, designers, and compliance teams. It helps you check if your promotion is clear, appealing, and within the rules, before packs go to print.
No waffle. No fluff. No email collection. Just a free PDF built from real ASA rulings and common pitfalls.
If you run or evaluate on-pack promotions, you already know how hit-and-miss they can be. Some campaigns drive huge engagement. Others fall flat, or worse: risk complaints, ASA rulings, or legal issues.
The Promo Scorecard is a practical framework that helps you check whether your promotion is clear, appealing, and compliant before packs go to print.
Disclaimer
This guide is for general information only. It does not constitute legal advice. I am not a lawyer, and this content should not be relied on for legal compliance. If your promotion carries regulatory risk or spans multiple markets, consult a qualified legal professional.
How to use it
- Use it before briefing your designer or printing packs
- Share it with internal teams or agency partners
- Use it to flag weak areas, creatively or legally
Entry Barrier
- Takes under 60 seconds
- Works smoothly on mobile
Legal basis: CAP Code 8.17. All significant conditions must be disclosed.
Case: Heinz ‘Dayz Out’ Promo (2024)
QR code led to Instagram posts instead of full terms. ASA ruled this was misleading.
Clarity
- Headline states what the offer is
- No vague terms like “a chance to unlock…”
- Mechanic (e.g. instant win or draw) clearly labelled
Legal basis: CAP Codes 3.1 and 8.17. Offers must not mislead.
Case: Red Bull ‘VIP Trip’ (2013)
VIP trip included standard flights. ASA ruled ‘VIP’ was misleading.
Read case
Prize Appeal
- The prize is desirable to your target audience
- Quantity and value are stated
- No bait-and-switch or filler items
Legal basis: CAP Code 8.21. Must not exaggerate value or odds.
Case: McCain ‘£3 Million in Prizes’ (2018)
Odds were 0.56%. ASA ruled the headline exaggerated likelihood.
Purchase Justification
- Prize ties into product use or brand
- Requires purchase or pack interaction
- Feels relevant, not random
Legal basis: CAP Code 8.17. Purchase requirements must be disclosed.
Ease of Redemption
- Quick online claim
- No postage or paperwork
- Delivered promptly (ideally within 30 days)
Legal basis: CAP Code 8.15.1. Must award prizes within 30 days unless stated.
Complex or delayed redemption may breach rules.
Duration
- Runs long enough to be seen on shelf
- Closing date is stated clearly
- No hidden expiry or early closure
Legal basis: CAP Code 8.17. Clear closing dates required.
Case: Multiple Promo Ads (2024)
Using “ends soon” without a firm date misled consumers.
Brand Fit
- Tone and prize fit the brand
- Feels authentic, not bolted on
- Supports wider campaign or strategy
Legal basis: None. But poor alignment undermines trust.
Shelf Impact
- Design visibly signals a promotion
- Headline is readable from shelf distance
- Doesn’t blend in with the standard pack
Legal basis: No direct CAP rule but poor visibility kills engagement.
Legibility
- Key terms readable at arm’s length
- Font size is 6pt or above
- Clear contrast between text and background
Legal basis: CAP Code 1.7. Material info must be legible.
Case: Virgin Media Broadband (2012)
Ad used 5.5pt font. ASA ruled it was not clear or prominent.
Read article
Bonus: Risk Review
- Odds and prize claims are not misleading
- No-cost route is available (if needed)
- GDPR obligations met (if collecting personal data)
Legal basis: Consumer Protection from Unfair Trading Regulations 2008, Gambling Act 2005 (Sections 14–17), UK GDPR
Most on-pack prize promotions in the UK are chance-based and require a purchase to enter, for example, submitting a code from inside a pack.
This triggers a key legal issue: under the Gambling Act 2005, if a promotion is based entirely on chance and requires payment, it may be classed as a lottery and commercial lotteries are illegal without a licence.
To avoid this, most brands include a free entry route, such as a no-purchase web or postal option. This satisfies the legal requirement, even if few people use it.
“You must not run an illegal lottery. To avoid being classed as a lottery, your prize draw must have either be a free entry route or include a test of skill.”
Gambling Commission: prize competitions and free draws
Tip: If your promotion is entirely chance-based and there’s no free route, seek legal advice. You may be entering lottery territory without realising it.
Want a second opinion?
I audit on-pack promotions for clarity, shopper logic, and regulatory blind spots.
Want structured feedback before your campaign hits shelves?
Email me at paul@paulford.com or fill in my contact form.
.