Avoid ASA complaints. Fix your promo before it’s live.
I help brands spot legal, creative, and copy issues in on-pack promotions before they go to print.
I review on-pack promotions before they go live. Brands and agencies come to me when they want a second set of eyes. Someone to catch legal grey areas, poor wording, and confusing mechanics before the packs hit shelves. I’ve seen what goes wrong, and I know how to fix it. Whether it’s a prize draw, instant win, or collect-to-get scheme, I’ll tell you what works, what doesn’t, and what could land you in trouble.
Planning a prize promotion?
Pressure-test it first with the free Promo Scorecard.
Need a second opinion before you launch? Book a free audit call or email. All confidential and no charge.
Trusted by creatives, founders and marketing teams
“Calm, matter-of-fact, genuine. I got that missing piece. Priceless.”
Januarie Wood, Copy Editor & Coach
“Helped me shape and launch a business idea from scratch, including the site and ad strategy.”
Dermot Downey, Cybersecurity Consultant
“Expert in marketing and branding, with a personal, holistic approach that elevated both me and my business.”
Gul Singh, Enterprise Client Partner, Meta
Want results like this for your campaign? Let’s audit your pack.
Latest reviews
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Not illegal, but not compliant: Ryvita’s promo under review
Ryvita’s £1,000 promotion misses a key CAP Code requirement: a free-entry route. It’s nearly compliant, but small print and entry barriers could trigger complaints.
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KP dry roasted peanuts. £20k offer, but is it enough?
A smart-looking pack let down by a disconnected promo: QR-only entry, cash prize, and no clear link between product, prize, or purpose.
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Kettle—Win a gourmet trip to France
Kettle’s on-pack promotion misleads. The campaign has already closed, and the instructions are printed in illegible text.
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Tetley—Win £100
Tetley’s on-pack promotion doesn’t do the brand justice—unclear messaging, weak incentive, and low urgency undermine its ability to attract attention or drive action.
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Cadbury Milk Buttons—Game Changing Wins
Cadbury’s football-themed promo grabs attention with big prizes, but unclear mechanics and low perceived value may leave shoppers confused rather than compelled to enter.
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PG Tips—Lucky Dips
PG Tips offers £1,000 vouchers, strong brand identity, great design, clear website entry, and well-balanced brand values like kindness, prosperity, loyalty, health, love, and sustainability.
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OXO—win and share the love
OXO’s packaging is iconic, but the promotion text is ridiculously small, unreadable, contains typos, inconsistent terms, and confusing design—definitely needs proofreading and clearer communication.
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Quavers—win a trip to Hollywood
Quavers, Wotsits, and Monster Munch offer a Minecraft Movie promo with a Hollywood trip prize. Enter online with a hard-to-find code. Ends 18 May 2025.
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Bisto—win a blue diamond
The Wallace and Gromit collaboration aligns well with Bisto’s British identity, but illegible terms and a receipt requirement hinder entry. The promotion ends 14 April 2025.