Because of the overlap with gambling regulations, misleading promotions, and payment risks, Meta applies extra caution to any ads in this space.
What you SHOULD post
• Clearly state the prize (e.g. “Win a 2020 Audi A3!”)
• Mention the entry cost or that it’s free
• Include entry deadline and draw date
• Link to full Terms & Conditions
• State if a free entry route is available
• Include a line like:
“UK only. 18+. Paid entry. No purchase is necessary to enter via post. T&Cs apply.”
• Use high-quality images of the actual prize
• Only target users 18+ using Meta’s audience tools
• Ensure your landing page matches the ad’s promise
• Use honest, simple CTAs like:
“Enter now for your chance to win!”
What you SHOULDN'T post
• “Win guaranteed!” / “Instant win!” (unless it truly is)
• “Everyone’s winning!” or anything misleading
• Vague phrases like “just pay postage” if it isn’t truly free
• Hidden costs or unclear entry fees
• Countdown timers that create false urgency
• Words like “lottery,” “bet,” “gamble,” “jackpot,” or “wager”
• Stock or unclear prize photos that don’t reflect the real prize
• Personal targeting like “You deserve this!” or “This is for you!”
• Ads that target users under 18
• Promises of life-changing money or unrealistic results
Meta's view on ALCOHOL PRIZES
You don’t need an alcohol license yourself, as long as the prize is fulfilled by a retailer that does hold a valid alcohol license and the delivery is handled through them, you’re good to go.
However, please avoid promoting any alcohol-related prizes on Facebook, as their policies around alcohol can be a bit strict and unpredictable.
‼️Breaking these rules can lead to disapproved ads, disabled ad accounts, or even banned business pages. And it is very hard to go back.