While the vast majority of competitions are legitimate promotions, compers must stay vigilant for the occasional scam or fraudulent “giveaway.” Unfortunately, scammers know that people’s excitement to win can sometimes cloud their judgment, and they exploit this with fake competitions designed to steal personal information, money, or even identities. As a competition enthusiast, it’s crucial to spot the red flags of a fake competition before you get caught up. In this chapter, we’ll discuss common types of competition scams, how to verify if a giveaway is genuine, and UK-specific guidelines (like the ASA and CAP Code rules) that can help you discern legitimate promotions from dodgy ones. Armed with this knowledge, you can comp safely and avoid losing more than just a competition.
Common types of competition scams and their warning signs
Social Media Fake Giveaways: One prevalent scam involves fake pages on social media (Facebook, Instagram, Twitter) impersonating real brands or companies and posting giveaways (e.g., “We’re giving 100 free iPhones to lucky winners!”). The catch is typically that “winners” are asked to click a link, which then asks for personal details or even payment info for “shipping” the prize – which is never shipped.
Too good to be true offers: Be wary if a giveaway promises an absurdly large number of high-value prizes for very little effort (like hundreds of expensive gadgets just for sharing a post). “If you see a competition or promotion on social media that seems too good to be true, it probably is,” warns consumer group Which? Legitimate companies do run big giveaways, but usually not in mass quantities and not without clear terms.
New or unverified social media pages: Check the profile hosting the competition. Is it the official page of the company? A major brand’s Facebook page, for example, should have a blue verification tick. “Many well-known brands have opted in to [verification]. If there’s no tick, look for the page creation date too,” says Which? If the page was created very recently (you can find this under Page Transparency on Facebook) and is already offering lavish prizes, it’s likely a fake. Scammers often make pages with names like “Tesco Giveaway” or “Amazon Gifts” that are not official. Genuine brands typically have established pages and a track record of posts.
No Terms and Conditions provided: Real competitions should have terms and conditions available (age or location limits, closing date, how winner is picked, etc.). If a giveaway post has no T&Cs or link to them, “there’s a serious risk it’s not genuine”. Scammers rarely bother with fake T&Cs. They just want to lure people in quickly.
Requests for payment or financial info: No genuine giveaway would ever require you to pay to claim your prize. If you’re told you’ve won but need to pay a delivery fee, admin fee, or provide credit card details for any reason, alarm bells should ring. Which? clearly states:
“No genuine giveaway would ever require you to make a payment to release your prize or cover postage.”
The same goes for “verification” – scammers sometimes say they need card details to verify identity; that’s bogus. The UK Advertising Standards Authority (ASA) notes that legitimate promotions cannot impose undue costs on winners – any minor costs (like travelling to collect a prize) should be outlined upfront, and you’d never be asked to pay to get a free prize.
Dodgy links and domains: If a social post directs you to click a link, inspect it. A scam link might lead to a random website not related to the brand’s official site. For example, an official competition from a brand will usually be on their website or a well-known competition app/platform, not a sketchy URL (like “winfreephones123.xyz”). Also, on Facebook, scammers might ask you to fill a form via Messenger – official ones seldom do that.
Poor spelling/grammar in posts or messages: Many scam posts or messages have tell-tale spelling mistakes or odd phrasing (often because they originate from overseas). As Action Fraud points out, “many fraudulent lotteries have bad spelling and grammar – see this as a warning that fraudsters are at work.” The same applies to fake comp messages: a major UK retailer is unlikely to send you a poorly worded message with errors.
“You’ve Won” Contact Scams (Lottery/Prize Draw Fraud): These scams contact you out of the blue (email, text, phone, or letter) claiming you’ve won a prize in a competition or lottery you never entered – often a foreign lottery or a vague “consumer draw”. They then ask for personal information and fees.
Unsolicited win notifications: As a rule, if you haven’t entered a lottery/competition, you can’t have won it. Action Fraud bluntly says, “Never respond to any such communication. If you haven’t entered a lottery then you can’t have won it.” Genuine competitions require you to have entered. Be extremely skeptical of any email or letter congratulating you for winning something you never signed up for.
Requests for fees or taxes: A classic scam move is telling you to pay a fee for processing, legal costs, taxes, etc., before they can release your big prize. For example, “You won an international lottery! Just pay £500 for insurance and we’ll transfer your millions.” This is never how legitimate prizes work.
“We don’t know of any official lottery operators who ask for fees to collect winnings. Any request for a fee payment is a good indication that someone is trying to defraud you”
~ Action Fraud
In the UK, legitimate prize promotions do not require winners to pay to receive their prize (aside from maybe trivial things like a self-addressed envelope for a small prize, which is known upfront, not after winning).
Pressure and secrecy: Scammers often urge you to keep it secret (“don’t tell anyone, you need to act fast”) and respond quickly or risk losing the prize. This is to prevent you from seeking advice or vetting the legitimacy. They also use urgency to trap victims before they think it through. A genuine win will not require you to keep secrets or make hasty decisions under threat of forfeiture (you may have a claim deadline, but it’s usually clearly stated in T&Cs and reasonable).
Free email accounts or odd contact details: If you’re contacted by an “official” but they’re using a Gmail/Yahoo/Hotmail address or a personal phone number, that’s suspicious. Real prize officials will usually contact you from a corporate email domain (e.g., @company.co.uk) or through the entry platform. Action Fraud notes to be wary of “addresses such as @hotmail.com or numbers beginning with 07 because these are free to get hold of“, as scammers often use those.
Verification by asking personal info: Scammers may ask for your personal details (full name, DOB, address, bank details for “depositing the prize”). They then use this info for identity theft or fraud. Only provide such details when you are sure the win is legitimate. For instance, for a real win, you might fill a form on the company’s official website or reply to a verified email, and even then you typically wouldn’t be asked for sensitive financial info beyond maybe bank details for a BACS transfer if you prefer (and you could opt for alternate methods like a cheque).
Phishing competitions: Some scams create a fake competition entry form on a website just to harvest your data (email, phone) which they then sell to spammers or use to phish you later. These might look like normal entry forms but on closer inspection aren’t tied to any real company or prize. They often appear as pop-ups or ad banners (“Complete this survey to win a £500 gift card!”). The prize might exist but the main goal is to get your info
Check who is running the competition: Real competitions should clearly state the promoter (company name, etc.). If it’s unclear who will be awarding the prize or the form is on an unrelated third-party site, be cautious. For example, a “win a Tesco voucher” comp that is not on Tesco’s site or an established contest site could be suspect. The UK CAP Code requires promoters to “include the name and address of the promoter” in significant conditions (usually found in T&Cs). No clear promoter = red flag.
Excessive personal questions: If an entry form asks for a lot of unnecessary personal information (e.g., mother’s maiden name, ID numbers, bank account, etc.), it’s likely not legit. Most genuine comps ask only what’s needed to contact/identify the winner (name, contact, perhaps address or age verification if needed for eligibility). They don’t need your NI number or credit card number to enter a prize draw.
Privacy policy/consent: Look for a privacy policy or opt-in checkbox. Legitimate sites will tell you how they use your data and give options to opt out of marketing (for example, an unsubscribe link in every message from the first contact). Scams may either have no privacy info or have pre-ticked boxes that sign you up for who-knows-what. If entering any comp, especially one that seems to want data, check if they adhere to GDPR norms (e.g., mention of Data Protection, ability to opt out). UK companies should follow these; shady operations likely won’t bother.
Premium-rate phone competitions: Not exactly scams if done above-board, but worth mentioning: some “competitions” encourage you to call or text a premium rate number (starting 09 or 87, or text shortcode 5-digit numbers) to enter a prize draw. While not fraudulent per se, they can be misleading about the true cost and odds. Many TV or radio contests operate this way (costing e.g. £1.50 per text). The danger is you spend more on calls/texts than the prize is worth, effectively making it a paid lottery. MSE warns, “be extremely wary of premium rate phone contests. You could be listening at £1 a minute for five or 10 minutes… If you’ve ‘won’ but the company demands a fee or deposit, walk away.”
So if a contest announcement on a dodgy channel requires a pricy call, think twice; legitimate media do this but must announce costs clearly. If it’s not clear, avoid.
Fake winner notifications for real contests: A sneaky tactic: scammers see a legitimate contest happening (especially on social media) and then create fake accounts to contact people who engaged with it, pretending they won. For example, you comment on a brand’s giveaway post; a scammer DMs you from an account named very similarly to the brand’s account, saying you won and to click a link. Because you know you entered that contest, you might fall for it.
- To avoid this: If you get a winner DM, check carefully that it’s from the exact official account (on Instagram, does it have the follower count and posts? On Facebook, is it the page you interacted with or some clone? On X, is it verified and the correct handle?). If in doubt, you can separately contact the official account or check if they publicly announced winners. Many brands will post “Congrats to winner X” openly, not just DM.
- Never fill in login details after clicking such a link; some send you to a login page that phishes your password. It’s safer to reply asking for an email from an official company domain for verification if you’re unsure.
Verifying legitimacy: Tools and resources
So how do you double-check if a competition is genuine? Here are some steps and resources:
Check the ASA/CAP Code compliance: The UK Advertising Standards Authority (ASA) regulates promotions. Legit UK competitions should follow the CAP Code (UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing). Some things to look for:
- Terms: Are Terms & Conditions readily available? (CAP Code rule 8.28 requires significant conditions like closing date, eligibility and any costs be provided
- Winner picking: Are winners chosen fairly? The CAP Code says “Prizes must be awarded as described, or a reasonable equivalent” and winners should be selected in accordance with the rules (e.g., by random draw or judged by criteria)
- ASA database: If something feels off, you can search ASA’s database to see if there have been complaints or rulings. For example, ASA rulings are published; a quick search might show if “Company X competition” had an upheld complaint. The ASA site has an AdviceOnline database too on promotions.
- Company verification: If a lesser-known company is running a comp, verify the company exists. The ASA advises “All companies should be listed on the official Companies House site… Be wary if records show a PO Box address or just an email.”
- If you suspect a scam, search Companies House for that company name. No hit or a mismatch is a warning. Scammers often just use a generic name not registered. Legit companies often include a registered address in T&Cs.
- Domain WHOIS lookup: For competitions on standalone websites, you can use a WHOIS lookup (like via GoDaddy’s WhoIs to see when the domain was registered and to whom (unless privacy-protected). If it was registered yesterday and the site claims to be long-established, something’s off. The ASA suggestion: “find out who registered the site, and when”
- Look for the IPM Seal (Kitemark): In the UK, the Institute of Promotional Marketing offers a voluntary “Compers Seal” for promotions. Promoters can have their competition approved by IPM’s legal experts to get a stamp indicating it conforms to ASA codes. Not every legit comp will have this (many don’t, ours don’t), but if you see the IPM stamp on an ad or website, that’s a good sign of legitimacy. Its absence isn’t proof of a scam (most legit comps don’t bother with the seal), but its presence is an extra assurance.
- Check for press or official mentions: If a competition is big, sometimes it’s mentioned on the official company site or press releases. If you got an email about a comp, see if the company’s official website/news page also mentions it. Scammers can fake emails pretty well, but they usually won’t have access to the company’s website to put up confirming info. Even a quick Google search of the competition name can reveal if it’s widely discussed (e.g., on trusted forums like MoneySavingExpert or mentioned on reputable news sites). If no one else on the internet seems to be talking about this supposed big competition, question it.
- Ask the community: If you’re unsure, post on a comping forum or Facebook group (“Has anyone heard of this comp? Is it legit?”). Seasoned compers might immediately recognize a known scam pattern or could have insights (maybe someone else already verified it or raised concerns). The collective knowledge of the community is a great asset. MSE’s guide suggests, “If you have any suspicions about a competition, flag up your worries with seasoned compers on the forum board.” Often, someone might say “Oh yes, that’s a known spammy site, avoid” or conversely “Yes I’ve won from that site before, it’s legitimate.” Collective due diligence.
Additional safety best practices
- Use a separate email and phone: We mentioned a dedicated comp email for managing spam. This also helps contain any fallout if you accidentally give it to a scam – your primary email remains safe. Likewise, some compers use a secondary SIM or phone number (“comping batphone”). If you start getting spam calls or texts, you can change/ditch that number without affecting your main line. MSE suggests using a cheap PAYG SIM for comping. This isn’t to suggest many comps will leak your data, but it’s a precaution.
- Never pay upfront: To reiterate, never send money to claim a prize. That includes providing bank card details under the guise of “verification” or “processing fee.” The ASA’s CAP Code is on your side here – if any UK promotion tried to charge winners a fee to get their prize, that would violate the code. You can confidently say no.
- Be careful with ID documents: Some legitimate wins (like high-value ones or those involving age restriction, e.g., alcohol prizes) may require you to prove identity or age. They might ask for a scan of ID. This can be fine if you’re sure it’s the real promoter. But never send ID copies to random unsolicited emails claiming a win. If in doubt, contact the company through an official channel to confirm they need it. One strategy: instead of emailing a scan, ask if there’s an alternative verification method or at least watermark the copy (write lightly across it “For X Competition Prize Verification Only”). This prevents reuse of that document elsewhere.
- Report scams: If you encounter a fake competition, report it. On social media, report the profile as fake. You can also report ads or scam sites to authorities. The ASA has an “Report an online scam ad” tool. Action Fraud is the go-to for reporting fraud in the UK – if you’ve been contacted by or fallen victim to a competition scam, you can report it to them and also get advice. Which? and other consumer groups also often collect scam reports.
- Trust your instincts: If something feels off or too good to be true, pause. It’s better to miss one or two genuine comps out of caution than to walk into a scam. Over time, you’ll develop a sharp sense for what looks legit vs sketchy. Remember that legitimate promoters want to build goodwill – their competitions will usually look professional and transparent. Scammers are just looking for a quick score – their operations often have inconsistencies and high-pressure tactics.
UK regulatory bodies and references for further reading
- ASA (Advertising Standards Authority): They have an advice article “Promotional Marketing: Competitions” that outlines how comps should be run fairly – asa.org.uk. They also publish rulings where competitions were run improperly. Knowing these rules can help you identify when a comp isn’t following them.
- CAP Code, Section 8 (Promotions): If you’re interested, the CAP Code is available online (especially rules 8.1–8.28 covering everything from avoiding misrepresentation to awarding prizes). For example, rule 8.10 says promoters should avoid causing unnecessary disappointment. If a comp feels set up to be misleading (no real intention to give prizes), that would breach these rules
- Action Fraud (police): They have information on “Prize draw scams” and and “Lottery fraud” on their site, summarising what we’ve covered: unsolicited wins, fee requests, etc. They provide steps to protect yourself which we echoed.
- Which? Consumer Rights: Which? often publishes scam alert articles, like the one we cited previously and others like “Five ways to spot a fake freebie on Facebook”. These are accessible guides for consumers.
- CMA (Competition & Markets Authority): Not to confuse with competition prizes, but if any comp is run in a way that’s misleading, the CMA could consider it an unfair trading practice under Consumer Protection laws. Typically, ASA handles marketing issues, but very fraudulent schemes could fall under broader fraud or trading standards issues.
By staying informed and cautious, you can enjoy comping without falling into traps. Many compers go their entire “career” without encountering anything worse than a bit of spam, because they know what to ignore. Now you have that knowledge too.
Let’s recap some quick Scam-Spotting Checklist (you might even print this and keep near your computer as a reference):
- Did I enter this competition? No -> Likely scam
- Is the social media page/website clearly official and established? No -> Verify or avoid
- Are T&Cs available? No -> Red flag
- Are they running a “giveaway” but also asking for money or financial info? Yes -> It’s a scam
- Do they have proper contact details (company address, corporate email)? No -> Suspicious
- Does it sound too perfect (many expensive prizes, immediate win out of nowhere)? Yes -> Probably fake
- Did the notification come from an unusual channel (WhatsApp message from a stranger claiming to be a company, a DM from a misspelled account)? Yes -> Almost certainly a scam attempt.
When in doubt, double-check via official sources or ask fellow compers.
By following these guidelines, you can confidently pursue competitions that are genuine and beneficial, and steer clear of those rotten apples out there. Remember, legitimate comping should never put you at risk – only scammers do that.
Image credit: Rolex Deepsea
