Contests in Austria 2026: a complete guide to the regulations

Overview: everything you need to know to launch prize promotions in Austria

Are you planning a contest in Austria? This complete guide walks you through regulations, tax requirements, best practices, and successful case studies to help you organize contests and prize promotions that comply with Austrian law.

Discover which mechanics work best, how to avoid costly mistakes, and which prizes Austrian consumers value most.

In this guide you will find:

• Austrian regulations on prize contests (Unfair Competition Act).
• Tax requirements and prize pool thresholds.
• Permitted and prohibited contest types.
• 4 successful international case studies.
• A checklist of mistakes to avoid.

Introduction to contests in Austria

Welcome to this article in our “Passport to Prize Contests” series, dedicated to prize contests in Austria.

Welcome to this installment of our “Passport to Prize Contests” series, focusing on the Austrian market. As with any well-planned journey, in the world of international promotions it is essential to understand the destination, its rules, and its specific characteristics before setting off.

The Austrian market offers interesting opportunities for brands looking to expand into Central Europe: regulations are clear, consumers appreciate engaging mechanics, and purchase-linked contests are fully permitted. This article is your official visa to confidently navigate the landscape of contests and prize promotions in Austria!

Contest regulations in Austria: what you need to know

Let’s start with a clear and concise overview of the types of contests allowed in Austria, the main laws to follow, and the most effective prizes in the local market.

Welcome to our information desk, where we’ll explain the fundamental rules for obtaining your “visa” for prize contests in Austria.

In Austria, prize contests are regulated by the Unfair Competition Act (Bundesgesetz gegen den unlauteren Wettbewerb, “UWG”).

This legislation allows:

• Games of chance: fully permitted, even when linked to a purchase.
• Skill- or merit-based contests: also permitted, including those requiring a purchase.
• Prize promotions: permitted.

Permitted prizes in the Austrian market

You may offer participants physical goods, services, experiences, or cash. Experiential prizes such as travel, cultural activities, and sports experiences are particularly successful with Austrian consumers, who value opportunities to enjoy memorable moments.

Compliance requirements: critical aspects to consider

When organizing a prize contest in Austria, four aspects require special attention to ensure regulatory compliance.

When organizing a prize competition in Austria, some aspects require special attention:

Clarity and accessibility

The prize contest must be presented clearly, and the full terms and conditions—drafted in accordance with applicable rules and best practices—must always be accessible.

Tax control

The promoter may be foreign, but if the total prize pool offered during the calendar year amounts to at least €10,000, taxes must be paid in Austria. This also applies to multi-country contests, making a local tax representative necessary.

Incentive balance

When a prize contest is linked to a purchase, it must not significantly influence consumer choice. Pay attention not only to communication but also to the value of the prize offered. A mistake here could result in the initiative being considered unfair competition.

Honest communication

Never create the false impression that the consumer has already won or will certainly win. In addition, prizes that require the winner to incur costs are not permitted.

Prohibited sectors

In Austria, it is forbidden to organize prize promotions, even free ones, in the medical and pharmaceutical sectors.

Prizes most appreciated by Austrian consumers

Which types of prizes and mechanics have the greatest appeal in the Austrian market? Discover consumer preferences and the most effective approaches to maximize participation.

During our journey, we found that Austrian consumers particularly appreciate:

• Travel and experiences.

As for mechanics, the most popular are:

• Online contests with quizzes.
• Online contests with a final draw.

Successful case studies: international brands in Austria

Here are some concrete examples of international brands that have successfully operated in Austria. The practical lessons from each campaign will help you understand what really works.

1. The Valdo Contest: a toast among the Alps

Valdo, a leading Prosecco Superiore DOCG producer, organized a prize contest in Switzerland, Germany, and Austria using an Instant Win mechanic combined with a final draw. Participation was free: users simply registered on the website and answered the proposed questions. The prizes? Valdo Party Kits via Instant Win and weekends in Italy in the final draw for those who answered at least two questions correctly.

Useful insight: A no-purchase contest is easier to manage and does not require a representative in Austria.

2. “GIFTS FROM THE DREAM FACTORY” by Alessi

Alessi implemented a promotion in its stores in Austria, Germany, the Netherlands, and Belgium. Customers who purchased products for a minimum set amount received a postcard that could contain an instant prize. In Austria, since purchase-linked games of chance are permitted, implementation was straightforward—unlike in Belgium, where this mechanic is prohibited.

Useful insight: A prize contest can be adapted to different national regulations while maintaining the campaign’s identity.

3. Salewa WE_AR* NATURE

Salewa’s international contest, organized in Italy, Austria, Germany, and Poland, identified winners in Austria and Germany through a final draw. Participants had to go to the site, register, and correctly answer the questions provided.

Useful insight: Customizing mechanics by country (draw vs. jury) allows compliance with local regulations.

4. BKT SELL OUT CAMPAIGN 2022

BKT, a leader in specialty tires, organized a contest in 8 European countries, including Austria. Participation was linked to the purchase of at least one pair of tires. In Austria, Germany, Switzerland, the Netherlands, and Slovakia, the contest included a final draw with high-value prizes (a Yamaha Quad and Weber Barbecues).

Useful insight: Purchase-linked contests work well when offering high-value prizes but require attention to tax aspects if the prize pool exceeds €10,000.

Best practices for effective prize contests in Austria

Five essential tips for organizing an effective competition in Austria that complies with Austrian regulations.

Assess the total budget

If you expect to exceed €10,000 in prizes in a year, prepare to manage tax matters with a local representative.

Focus on emotions

Experiential prizes are particularly appreciated by Austrian consumers.

Quizzes and culture

Quiz-based mechanics work well in Austria—consumers enjoy challenges!

Clear rules

Well-structured and always-accessible terms and conditions will help you avoid issues with authorities.

Mind the prize–product ratio

Offering a prize that is too valuable compared to the purchased product may induce consumers to choose solely for the incentive. This may be interpreted as unfair competition under Austrian law.

Mistakes to avoid: “Visa Denied” cases for Austrian contests

A practical checklist to avoid the most common mistakes that can compromise your prize contest in Austria.

Here are some cases of “denied visas” to help you avoid mistakes:

• Case #1: Pharmaceutical contest with prizes linked to the purchase of medicines.

Reason: Prize promotions in the medical and pharmaceutical sectors are prohibited in Austria.

• Case #2: Misleading communication suggesting the consumer has already won.

Reason: The law expressly forbids creating false expectations regarding prizes.

• Case #3: Prize of excessive value compared to the product to be purchased.

Reason: Risk of being considered an unfair competition practice.

• Case #4: Prize requiring the winner to bear additional costs.

Reason: Prizes must be completely free for the winner.

Need support for your contest in Austria?

Every market has its own rules—but you don’t have to face them alone. Our international team is here to guide you step by step in creating compliant, effective promotional campaigns tailored to the Austrian market.

Contact us for a personalized consultation: we’re ready to help you build a campaign truly designed for the Austrian market!