A complaint was raised by a member of the public in respect of a competition held on Instagram by “beauty and wellness experts” Get the Gloss, on the basis that the winner of the prize giveaway was not chosen fairly. Participants were required to meet a number of criteria in order to enter the promotion and were provided with an “extra chance to win” if they shared the post on Instagram and tagged friends. However, the ASA found that it was not possible for Get the Gloss to track and trace activity in this way and award qualifying individuals an additional entry. Instead, a winner was chosen by picking a random comment on the post and a cross check was carried out at this stage to confirm that the selected winner had met all of the relevant entry requirements. Contrary to advertising rules relating to the operation of promotions, the competition was not administered fairly and breached the CAP Code.

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