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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
APPENDIX C
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
Promoting Overseas: What’s Legal and What’s Not
© The McGraw−Hill
Companies, 2003
The information contained in this chart has been abbreviated and is for general purposes only. If you’re planning to run a promotion in any
of these countries, be sure to contact the appropriate legal counsel in each country for more specific details on the restrictions there. You’ll
find a list of some promotion attorneys in this report, or you can contact www.gala-adlaw.com or one of the featured associations for
additional information. Copyright © 1998 PROMO Magazine.
Home-Deliv. Mail-Deliv.
Country Premiums Coupons Coupons Games Contests
Argentina Legal Not in use. Not in use. Legal Legal (if proof of
purchase is
required, free option
must be fixed)
Australia Legal Legal, but third Legal, but third Legal Legal
parties cannot put parties cannot put
together coupon together coupon
books or coupons books or coupons
from groups of from groups of
companies. companies.
Belgium Legal, but with many Legal Legal Legal, but not when Legal, but not when
restrictions. Value linked with linked with
may not exceed 5%
of the main product
value.
purchase. purchase.
Brazil Legal, very popular. Legal, but not Legal, but not Legal, very popular. Legal, very popular.
popular. popular. If requiring purchase If requiring purchase
or based on chance, or based on chance,
approval from approval from
Consumer Defense Consumer Defense
Dept. required. Dept. required.
Chile Legal Not in use. Not in use. Legal Legal
Colombia Legal Legal Legal Legal, but games Legal, but contests
based on chance or based on chance or
luck require luck require
authorization. authorization.
England Legal Legal Legal Subject to Subject to
compliance with compliance with
Lotteries & Lotteries &
Amusements Act. Amusements Act.
Finland Legal, if gift has very Legal, except Legal, except Legal, when based Legal, when based
small value or there coupons having a coupons having a on skill, purchase on skill, purchase
is an evident combined offer or combined offer or can be required. can be required.
material connection connected to connected to When based on When based on
between the goods purchase, or purchase, or chance, free method chance, free method
or services offered. containing illegal containing illegal of entry is required. of entry is required.
sweeps or lotteries. sweeps or lotteries.
France Legal, if gift has a Legal, but only when Legal, but only when Legal, but must be Legal, but prize
very small value or is offering discount on offering discount on absolutely free and promotion must be
identical to the good same product. Cross same product. Cross not connected to a skill, absolutely free,
purchased. Usually coupons forbidden. coupons forbidden. purchase. and not connected to
not allowed when
the premium is free.
a purchase.
Germany Buy one get one free Legal, only for Legal, only for Legal, mechanics Legal, mechanics
not allowed. product samples. product samples. must be checked must be checked
Price-off coupons Price-off coupons before practiced. before practiced.
not allowed. not allowed.