You only need a free entry route if your competition does not meet the legal standard of a skill-based prize competition. However, it's common practice to find free entry routes on skill-based and paid entry competitions. Typically a free entry route allows the competition business to avoid any skill-based elements, such as a multiple choice question before you add tickets to the basket, as can be seen below:
If you read our blog post from last week about whether you need a solicitor for a competition business, you'll remember these multiple choice questions, often don't satisfy a "skilled" element anyway.
This guide is for aspiring competition business owners looking to get started on their website.
What Is a Free Entry Route?
A free entry route is a method to enter a paid competition by sending an entry slip through the post. You will not be charged a fee like if you entered online. You'll have most likely noticed it on competition sites you've played on because it must be advertised equally to the paid route, which we will get into later.
As you can see, there's a body of text describing how to enter for free:
When Do You NEED a Free Entry Route?
There's no denying that a free entry route is frustrating to facilitate for startups. It requires you to either disclose your home address or setup a place where people can post to that has to be kept monitored.
Then, there has to be a method in your competition software to manually add the postal entry to ensure they get added to the same draw as the paid route.
Our competition websites provide this functionality.
But, when must you have a free entry route?
It comes down to whether you setup a prize competition or a free draw with a paid entry route.
A prize competition must have a skill-based element and it is the traditional way of setting up competition sites. Typically the way to tell if a competition is a "prize competition" is if it has a question like this:
A free entry route is not stated as a requirement by the UK Gambling Commission if you have a skill-based element. However, we usually recommend one for our clients.
If you run the alternative competitions labelled free draw with a paid entry route, as the name suggests you must have a free entry route.
Free Entry Route Rules
There are a set of standards outlined by the UK Gambling Commission which ensures the free entry route is fair compared to the paid entry route:
1. Must be no more expensive than paid entry
Ensure that you don't charge any fees on the free entry route or force the buyer into paying 3rd party fees. The only item that is typically ignored in this rule is the stamp that must be purchased to send the free entry.
2. Must be no less convenient
You can't make it a long winded process to avoid paying to enter. It must require minimal effort to enter for free.
3. Must be included in the same draw
You cannot have a draw for free entry and a draw for paid entry. Your competition software must be able to account for both and ensure there is a fair winner selection system that incorporates both entry routes.
4. Must be equally promoted
This one is the toughest rule of them all. It's left quite vague, so we always try to suggest our clients proceed with caution when advertising competitions on their website or with a social media campaign. It must be at least in the caption of the post that a free entry route is available, or it could be seen as not being equally promoted. It also should be made clear on the website that the free entry route is equal to the paid entry route. 7 days performance does this well with their web design:
Online entry being the paid route and free postal entry obviously being the free route.
What Do Most Successful Competition Sites Do?
By now you're probably wondering how you can implement a free entry route efficiently. We are going to show you the web design of five major competition brands. Spoiler: They all have free postal entry routes which is definitely the way to go.
1. Bounty Competitions
Quite similar to 7 Days Performance in that they have two tabs, with the default being the online entry. This satisfies the rule that the free entry must be promoted equally versus the online paid entry.
2. JAMMY Competitions
JAMMY Competitions has a link below the paid entry. Whilst it's less obvious that a free entry option is available its likely that a customer who wanted to opt for free entry would be able to see it easily.
3. Highland Prize Giveaways
A more subtle way of promoting the free postal entry is used by Highland Prize Giveaways. I actually missed the tabs when I first looked through the product page, so it's definitely more subtle compared to the likes of Bounty Competitions.
4. Nitrous Competitions
By now you will have realised that having two tabs, with the default being the paid entry route, is the preferred option by the larger competition brands. Nitrous Competitions utilises this option too.
5. Omaze
An interesting design choice by Omaze sees three tabs with subscriptions being the default. This is to try sell more subscriptions, however in turn it does make the postal option obvious in doing so. It would be interesting to see how this design choice impacts postal entry numbers.
FAQ
Do payment providers require a free entry route?
Not explicitly, but many payment providers will review your business model for compliance. If your competition does not clearly meet skill-based criteria, they may require a free entry route or reject your account entirely.
Can a free entry route reduce my conversion rate?
Yes. A free entry route can reduce paid conversions slightly, particularly if it is highly visible and easy to use. However, most successful competition websites accept this trade-off in exchange for legal protection and payment provider stability.
What is the safest competition model to use in the UK?
The safest model is a free prize draw with a compliant free entry route, as it avoids relying on a subjective skill-based test. This reduces the risk of being classed as an illegal lottery.
Is an online free entry form compliant in the UK?
It can be, but if you make it too easy to enter you'll risk your customers opting for only free entry, rather than the desired paid entry route.
Do I need a solicitor to set up a free entry route?
Not always, but it is strongly recommended if you are unsure. Incorrect implementation can lead to compliance issues, especially around wording, promotion, and fairness. Check out our guide on whether you need a solicitor for a competition business for more information.
