| Item | Top level assessment |
| Can you run prize draws in Ireland? (i.e. chance based promotion) | Yes |
| Can you run competitions in Ireland? (i.e. skill based promotion) | Yes |
| Is local registration required? | No |
| Is regionalisation/translation required? | No |
| Are there restrictions on prizes? | Yes |
| Can you run purchase necessary prize promotions in Ireland? | Yes, within very narrow limits |
| Compliance feasibility and cost | Feasible, low cost |
Running a Prize Draw or Competition in Ireland (Laws, Rules and Regulations)
Ireland was traditionally very troublesome for purchase necessary promotions, originally entirely prohibiting them save for a charity collaboration workaround. Traditionally, any purchase necessary mechanic within a game of chance was strictly considered as a lottery and thereby prohibited unless properly licensed, moreover lotteries were traditionally allowed to be used for profit, and so in some circumstances, a methodology where a registered charity could become a “surrogate” was used to enable some purchase necessary prize draws, which was a complex and time consuming solution. As of 2019, the rules have flexed to allow purchase necessary prize draws in principle, but with some strict limitations. The Code of Standards for Advertising and Marketing Communications in Ireland or “ASAI Code” is main regulatory code to observe and comply with in Ireland for prize promotions.
Irish Prize Draws, Sweepstakes and Giveaways (Chance Based Promotion)
Free to enter prize draws are allowed in Ireland
Payment to enter would render the promotion a lottery, and Ireland has traditionally taken a very strict view on what constitutes “payment”. In many countries, the purchase of a promotional item that has the same price as a non promotional item does not constitute payment in this context (e.g. you don’t have to pay more for the same can of soda if that can provides you with the chance to win a prize), but for Ireland it has done. Also, traditionally there was a prohibition on profit from lotteries. Now these rules have been relaxed to a limited extent (please see the prizes and purchase necessary sections below).
Irish Competitions and Contests (Skill Based Promotion)
Skill based promotions are allowed in Ireland. Entrants must be tested on their skill/knowledge/ability to a sufficient extent that would exclude a majority from being eligible for a prize – i.e. the test of skill/knowledge/ability must have a high barrier to entry and cannot be so easy that anyone can win.
Payment to enter is permitted, however if chance or a random draw is in any way involved in a skill based promotion, it may run the risk of being unlawful.
Purchase Necessary Promotions in Ireland
Purchase necessary promotions are now allowed in Ireland under strict limitations. Previously a no purchase necessary route (NPN route) of equal weight was required.
For prize promotions, there is now an exception allowing purchase necessary under the following conditions:
- The nature of the prize promotion is promoting or marketing a product (i.e. the intent is promotional);
- The prize(s) on offer do not exceed E2500 in value; and
- Promotional products should be the same price as non promotional products of the same type, and there should be no other payment to access or redeem the prize(s).
Irish Prize Restrictions
Prizes should be accurately described, and conform to relevant safety standards. Non permitted/licensed lottery prizes (e.g. purchase necessary promotions) may not exceed E2500 in value.
Data Protection in Ireland (GDPR)
Ireland operates a slightly more favourable permissions regime for 1st party B2B – allowing consent if relevant permissions, with soft opt-in or opt-in for 1st party B2C and opt-in for B2B and B2C 3rd party consent.
See our GDPR opt in rules by country.
Other Irish Compliance Requirements
Terms and conditions should be clear and unambiguous.
Our view on Ireland for Prize Promotions
Ireland in many regards is a straightforward and uncomplicated territory – being english language speaking, not requiring any registrations or tax oddities, and with a very comprehensible compliance code (the ASAI) – making it an easy market to include in international campaigns. Its one achilles heel has always been purchase necessary prize draws, which were (along with Northern Ireland until very recently) traditionally requiring a no purchase necessary (NPN) entry unless promoters organised a convoluted charity workaround. Now there is limited scope for purchase necessary, but this still means Ireland can present an issue if a multi territory purchase necessary prize draw wishes to include Ireland, as for FMCG or grocery item promotions the prizes on offer are often well in excess of the somewhat modest E2500 Irish prize limit.
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Disclaimer: The information on this page and other individual or summary compliance pages are not substitutes for formal compliance advice and Contest PR do not make any warranty regarding accuracy or completeness. They are highly simplified general guides and may not be up to date at the time of reading. Please get in touch for up to date advice and compliance assistance on this territory.