For UK-based prize competition and raffle businesses, Facebook advertising is a vital channel for attracting participants and growing brand awareness. However, promoting these businesses on Facebook comes with its own set of challenges, particularly when it comes to compliance with the platform’s policies. Facebook classifies prize competitions under its Real Money Gaming (RMG) guidelines, meaning businesses must complete a RMG Questionnaire and an Online Real Money Gaming Application Form to advertise.
In this blog post, we’ll break down the process, explain what Facebook is looking for, and offer practical advice to ensure your application runs smoothly.
Why Does Facebook Require RMG Compliance for Prize Competitions?
Facebook maintains strict advertising standards to ensure transparency and consumer protection, particularly for businesses involving real money or prizes. The RMG guidelines are designed to assess whether your business adheres to local laws and operates responsibly.
Even though UK prize competitions are not classified as gambling and do not require a gambling licence, Facebook applies its own rules, which treat them as part of the broader “real money gaming” category. This ensures that:
- The business is operating legally.
- The competition is skill-based and not misleading.
- Advertisements target appropriate audiences.
What Is the Facebook RMG Questionnaire?
The RMG Questionnaire is the first step in the application process. It’s designed to gather information about your business model and assess compliance with Facebook’s advertising policies.
1. Business Details
- Registered business name, address, and country of operation.
- Details of ownership and company structure.
2. Nature of Your Service
- A description of your prize competition or raffle, including whether it involves skill or chance.
- Explanation of how participants enter (e.g., answering a question).
3. Compliance with Local Laws
- Confirmation that your business complies with UK laws, particularly the Gambling Act 2005.
- Evidence that your competition qualifies as a game of skill.
4. Free Entry Route
- Description of the free entry method available to participants, ensuring it is equivalent to paid entry.
5. Target Audience
- Details on who your advertisements are targeting, including geographic regions and age restrictions.
What Is the Online Real Money Gaming Application?
The Online Real Money Gaming Application is a follow-up to the questionnaire and is required for final approval. It involves submitting additional documentation to verify your business model, compliance, and legitimacy. Key elements include:
1. Proof of Legal Operation
- Documents demonstrating your compliance with UK regulations (e.g., legal opinions or certifications).
- A clear explanation of how your business avoids classification as gambling.
2. Terms and Conditions
- Copies of your competition’s terms and conditions, including rules, eligibility criteria, and refund policies.
3. Advertising Policies
- Confirmation that your ads won’t mislead or target minors.
- Examples of the ad creatives you intend to use, ensuring they are transparent and compliant.
4. Payment Processes
- Details of how entry fees are collected (if applicable) and managed securely.
5. Audience Controls
- Confirmation of geo-targeting and audience segmentation to avoid promoting to restricted groups (e.g., individuals under 18).
How to Ensure a Successful Application
Facebook has it’s own guide on how to apply but to maximise your chances of approval, follow these best practices:
- Ensure Full Legal Compliance
Before applying, confirm that your business meets the legal criteria for a prize competition in the UK. If necessary, consult a legal expert to validate that your competition is skill-based and includes a free entry route.
- Prepare Clear and Transparent Documentation
Provide detailed terms and conditions, privacy policies, and competition rules. Ensure all documents align with both UK law and Facebook’s policies.
- Design Compliant Ad Campaigns
- Use honest, straightforward language in your ads. Avoid making unrealistic claims about winning.
- Include clear disclaimers about entry requirements and age restrictions.
- Use Appropriate Targeting
Limit your audience to regions where your business operates legally. Avoid targeting minors or audiences in jurisdictions with stricter regulations.
- Be Responsive
Facebook may request additional information or clarification. Respond promptly and provide any requested documentation.
Why This Process Is Worthwhile
While Facebook’s RMG application process may seem complex, successfully completing it offers significant advantages:
- Access to a huge audience: Facebook ads allow you to reach millions of potential customers, making it a powerful tool for growth.
- Enhanced credibility: Being approved under Facebook’s RMG guidelines signals to your audience that your business is legitimate and trustworthy.
- Better ad performance: Approved advertisers often see improved performance metrics, as their ads are more likely to comply with Facebook’s algorithms and reach their intended audience.
Final Thoughts
For UK prize competition and raffle businesses, completing Facebook’s RMG Questionnaire and Online Real Money Gaming Application is an essential step for running compliant ad campaigns. While the process requires careful preparation, it ultimately ensures that your business aligns with both Facebook’s policies and industry best practices.
By focusing on transparency, legality, and compliance, you can unlock the full potential of Facebook advertising to drive traffic, engage participants, and grow your business. If you’re unsure about any part of the process, consider consulting a legal or marketing professional with experience in the prize competition sector.
Would you like help preparing your Facebook application or crafting compliant ad campaigns? Get in touch, and we’ll guide you through the process!
