The Advertising Standards Authority (ASA) ruled against a social media prize promotion from cosmetics company Space NK this week, citing breaches of the CAP Code, highlighting concerns over fairness and transparency and serving as a crucial reminder for brands on compliance.

The promotion, featured on Space NK's Instagram account, promised participants a chance to win the coveted 2023 Beauty Advent Calendar.

The ASA received complaints regarding the fairness and transparency of the promotion's administration, prompting an investigation into its compliance with regulations. The key issues raised included concerns about the equitable awarding of prizes, the fairness of promotion administration, and the omission of significant conditions from the advertisement.

Space NK defended its promotion, explaining that the prize draw closed at 6pm on 15th September 2023, giving “adequate time” to “collate entries and to determine the winner.” It clarified the entry mechanics, stating that participants could enter multiple times through specific actions such as commenting on the post and sharing it on their Instagram stories.

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