You’ve found a prize draw that looks amazing. Maybe it’s for a dream holiday or the latest gadget you’ve had your eye on for months. You read the terms, the closing date is set, and you excitedly enter, knowing you’ve got a fair shot at winning. But then, something happens that leaves a bad taste in your mouth – the organiser extends the closing date.
Now, I don’t know about you, but to me, this feels a bit dodgy, doesn’t it? You entered under certain conditions, and suddenly the goalposts have shifted. It doesn’t seem fair, right? Well, let’s have a proper natter about why some prize draws do this, why it’s not just unfair but potentially a legal issue, and how it can erode trust in the whole process. So grab a cuppa, and let’s dive in.
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It disadvantages those who entered under the original terms
First things first, extending a prize draw’s closing date disadvantages everyone who entered before the change. When you enter a competition, you’re doing so based on a specific timeframe, and this becomes part of the ‘deal’ between you and the organiser. In legal terms, this could be seen as a breach of contract under English law. The terms of the competition are agreed upon when you enter, so changing those terms after the fact – by extending the closing date – feels like the organiser is moving the goalposts.
Take, for example, a situation where a company promises that a draw will end on 1st November. But then they extend it to 15th November because they haven’t sold enough tickets or gained enough entries. That means the people who entered early are at a disadvantage because they thought they were competing within a set period against a particular number of people. Suddenly, the competition has twice as long to attract more entries, reducing the original entrants’ chances of winning.
If you think about it, the original terms have changed, and I reckon that’s a form of misrepresentation, potentially leading to a legal breach. If we break it down in plain English: you wouldn’t be happy if the terms changed in a contract, and this is no different.
The CAP Code and advertising standards
Let’s not forget about advertising standards. In the UK, the CAP Code (Committee of Advertising Practice) exists to ensure that promotions, including competitions and prize draws, are fair, honest, and not misleading. One of the key rules of the CAP Code is that all terms and conditions, including closing dates, must be clearly stated and adhered to.
By extending a closing date, you risk falling foul of these regulations. Why? Because you’ve advertised one thing (the original closing date), but then delivered something entirely different. Not only is this confusing for entrants, but it also undermines trust in the fairness of the draw.
The Advertising Standards Authority (ASA) takes a dim view of anything that can be considered misleading or unfair in a promotion. In fact, they’ve previously ruled against companies for similar actions. So, extending a closing date without good reason could lead to a formal complaint and an investigation. And trust me, no business wants to be on the wrong side of an ASA ruling – it can damage your reputation beyond repair.
Breach of consumer law: burying dodgy terms
Another area to be wary of is consumer contract law. If you bury the right to extend a closing date in the fine print, thinking that covers your back, you might still find yourself in hot water. English consumer law protects people from unfair terms in contracts, and changing a key condition like a closing date could be seen as unfair. After all, if you’ve entered a prize draw, you’ve effectively entered into a contract with the organiser, and they can’t just change the terms willy-nilly.
The problem with hiding this clause in the small print is that most people won’t see it – and if they did, they’d probably avoid entering! It feels like a sneaky way to get out of committing to a firm end date, which just doesn’t sit right with me. And legally, the Competition and Markets Authority (CMA) is there to ensure consumers aren’t taken advantage of by unfair terms. So, while you might think having a clause that says, “we reserve the right to extend the closing date” covers you, the reality is it probably doesn’t, and you’re likely in breach of consumer law.
It’s simply dishonest
On a more basic level, it’s just plain dishonest, isn’t it? When people enter a competition, they do so under the assumption that they’ve got a fair chance to win within the timeframe advertised. Changing that timeframe to suit the organiser – often to maximise entries or sales – feels like a betrayal of that trust.
There’s an unspoken agreement between businesses and consumers: be upfront, and we’ll engage with your brand. But if a company starts toying with the rules after the competition is live, it doesn’t just make people lose faith in that one competition; it makes them wary of future ones, too.
Think of all the times you’ve been put off by dodgy terms, extended deadlines, or strange T&Cs – you’re less likely to engage with that brand again. I know I would be! Brands like Omaze or Prize-Draw.com do a great job because they stick to their terms, and you know exactly what you’re signing up for.
How to avoid the temptation to extend
If you’re running a competition and find yourself thinking about extending the closing date, my advice is simple: don’t. There are other ways to ensure your prize draw is successful without compromising your integrity.
- Promote early and consistently: Don’t wait until the last minute to promote your competition. Get the word out from day one and keep up a steady stream of promotion throughout the campaign.
- Create a sense of urgency: People respond to urgency, so use countdown timers or limited-time offers to encourage early entries.
- Offer compelling prizes: Make sure your prize is something people really want. If you’re struggling to get entries, it might be because your prize isn’t attractive enough.
- Use social media influencers or partners: Collaborating with influencers or other businesses can help spread the word and drive entries.
- Be transparent: If you’re upfront about your goals (like needing a minimum number of entries to give the prize), people will respect your honesty. There’s no harm in explaining why the competition might not go ahead if the minimum isn’t met – but that decision should be made before the original closing date, not after!
Conclusion
In the end, extending a prize draw’s closing date feels like a shortcut that harms everyone involved – your entrants, your brand, and your business. It’s a breach of trust, and in many cases, a breach of advertising standards and consumer law, too. The best way to run a successful competition is to stick to the rules, play fair, and engage your audience honestly from the outset.
If you’re thinking about running a competition and want to do it right – without falling into these common pitfalls – you can always get in touch with a company that helps you set up and run prize draws. They’ll help you plan a transparent and engaging competition that delivers real results without the need for any last-minute date changes.
And trust me, keeping things fair and above board will not only protect your business, but it’ll also win you the loyalty of your entrants. Because at the end of the day, nobody likes a moving target, do they?