Free distribution of prizes as a commercial promotion strategy in Brazil

Advertising campaigns involving the free distribution of prizes are a known marketing strategy for promoting products or services or even leveraging trademarks, images, and other assets. Despite being a long-established resource commonly used in society, the practice’s regulatory guidelines are still unknown to many – mainly when applied to social media.

There are different types of free distribution of prizes – raffles, contests, gift vouchers, and similar operations, which have specific guidelines, ranging from who can carry out these campaigns to what can and cannot be distributed free of charge. Additionally, there are rules involving the need for prior authorization, as well as government supervision. These peculiarities constantly raise doubts among participants and those who promote these campaigns, especially when failing to comply with proper guidelines can lead to significant penalties.

Click here to read the material prepared by Mattos Filho’s experts, explaining the guidelines for promoting using this valuable marketing tool, the applicable exceptions, and potential sanctions for non-compliance.

For more information on the free distribution of prizes, please contact Mattos Filho’s Entertainment practice area.

*With the collaboration of Nathalia de Assis.