A giveaway looks like the simplest campaign there is, and in Canada it is one of the easiest to get legally wrong. Two things in particular catch out brands running one for the first time.
The skill testing question is not decoration
Canadian law treats a pure chance prize as a problem, which is why virtually every Canadian contest requires a winner to answer a mathematical question before collecting. It looks quaint and it is doing real work.
Published rules are mandatory in substance
Eligibility, how to enter, the odds, the prize value, the closing date, how a winner is chosen and contacted, and what happens if they do not respond. Running a contest on a caption that says tag two friends without any of that behind it is the most common mistake in the category.
Quebec has additional requirements
Quebec imposes obligations that do not exist elsewhere in the country, including registration and duties for certain contests above value thresholds and requirements around French language rules. Many national brands simply exclude Quebec residents rather than comply, which is legal but costs a quarter of the market.
Creators need the rules too
If a creator is running the giveaway on their own channel, they are the one publishing the terms. The brand should supply the rules and check they were posted, because a creator improvising eligibility is creating a problem the brand will own.
The practical version
Write the rules before the campaign, host them somewhere linkable, include the skill testing question, and decide deliberately whether Quebec is in or out. This is general information rather than legal advice, and a contest of any size is worth a lawyer's review.
Keep reading
- Running UGC in Meta Ads in Canada
- Alcohol Advertising Rules and UGC in Canada
- Running Creator Video as Advertising in Canada
- Doing UGC in Canada Without Followers
- The complete UGC guide for Canada
Find creators for your campaign →
Frequently asked questions
Why the maths question?
Pure chance prizes are treated differently.
Are published rules required?
In substance, yes, and they must be accessible.
Is Quebec the same?
No, it has additional obligations.
Who publishes the rules?
Whoever runs the giveaway, supplied by the brand.
