Prize contests in Europe: a country-by-country regulatory guide

We compare several European countries to highlight how contest regulations differ from country to country

Prize contest regulations across Europe are anything but uniform. For brands planning cross-border campaigns, navigating this regulatory patchwork is one of the most demanding challenges they’ll face.

European countries have developed distinctly different legislative frameworks, each with its own requirements, restrictions, and administrative procedures.

In this article, we walk through the regulations governing prize contests in France, Germany, the Netherlands, Spain, Portugal, and Greece.

This country-by-country regulatory analysis was put together by Rossella Adiatico, International Senior Project Manager at Promosfera.

Rossella guides us through the continent’s regulatory landscape, explaining how even seemingly similar markets can diverge significantly in practice.

Throughout the article you’ll find her practical advice and her answer to the question she hears most often from brands planning international contests.

The European regulatory framework

France: openness, transparency, and a digital future

French prize contests fall under the “Code de la consommation,” a framework that strikes a balance between welcoming promotional activity and protecting consumers. Under this code:

Both chance-based and skill-based contests are permitted, including those tied to a purchase
Gift with Purchase Promotions are allowed, provided they don’t constitute unfair commercial practices

While depositing contest rules with a “Huissier de Justice” (Bailiff) is not legally required, it’s widely recommended as a safeguard against potential disputes.

Prizes can take the form of goods, services, or money (via check). French consumers tend to favor personalized physical prizes, exclusive experiences, and discount vouchers. The market is shifting steadily toward digital, personalized, and sustainability-conscious promotions, with purchase-linked contests, live shopping events, and skill quizzes among the most popular mechanics.

Germany: flexibility without the red tape

Germany’s approach to prize contests—governed by the Civil Code (BGB) and the Unfair Competition Act (UWG)—is one of the most permissive in Europe:

Purchase-linked contests are fully permitted
No prior authorization is required
Prizes can be anything: goods, services, or cash

This freedom has helped foster a dynamic promotional market. Brands regularly deploy mechanics like online code-entry contests, instant win, wheels of fortune, and cashback campaigns. German consumers are drawn to high-value prizes—cars, holidays, and cash consistently generate the strongest engagement.

The Netherlands: caps, categories, and sustainability

Dutch contest regulations follow the Code of Conduct for Promotional Games of Chance, a framework that introduces some specific structural distinctions:

Contests are classified as “regular” or “small” based on total prize value
An annual prize pool cap of €100,000 per promoter applies
Taxation differs depending on whether prizes are goods/services (where a local promoter is involved) or cash

The Dutch market has a strong sustainability orientation and a taste for personalization. Mechanics like trade-in promotions and price match guarantees have found particular success here.

Spain: formal procedures and a layered tax system

In Spain, the 13/2011 “Regulación del juego” Law sets out several administrative requirements for contests:

Mandatory notification to the AEAT (Spanish Tax Authority) for chance-based contests
Payment of the “Tasa de combinación aleatoria” on the prize pool
An additional tax (“Ingreso a cuenta”) on prizes worth more than €300
Notarial deposit of rules, while not legally required, is strongly advisable

These administrative steps haven’t dampened enthusiasm for contests. Instant win and cashback formats are particularly popular, reflecting Spanish consumers’ preference for simple mechanics and prizes like tech products and shopping vouchers.

Portugal: mandatory authorizations and contest guarantees

Portugal has one of the more demanding regulatory environments for chance-based contests. Organizers must:

Submit a formal authorization request at least 15 days before launch
Provide a bank or insurance guarantee
Pay applicable taxes
Return any unclaimed prizes to charitable organizations

Despite this regulatory complexity, the Portuguese market is undergoing a noticeable shift toward digital formats, with growing interest in sustainable practices and personalized prize experiences.

Greece: local presence and high-value prize rules

Greece applies the Greek Civil Code alongside EU unfair commercial practices directives, with several country-specific requirements:

Promoters must have a local presence for prizes valued above €1,000
Particular attention to any hidden costs
Age-related participation restrictions apply
Specific tax provisions must be observed

Social media contests are the dominant format in Greece, particularly comment-based mechanics that often require participants to reshare the promotional post.

Don’t think of Europe as a single regulatory block—it isn’t. Even countries that appear similar in their bureaucratic traditions or market culture can diverge significantly when it comes to contest rules.

The only reliable approach is to verify the specific regulations of each individual country before you start planning. There’s no shortcut that works across borders.

What this means for international marketing strategies

The hidden complexity of multi-country campaigns

Running the same contest across multiple European countries introduces layers of complexity that brands often underestimate:

Legal expertise must be country-specific, not just “European”
Non-compliance risks vary by market and can include significant financial penalties
Approval and implementation timelines differ substantially between countries
Tax obligations affect prize budgets in ways that are impossible to standardize

Question: “Companies often assume that the EU single market means some degree of legal uniformity. What surprises them most when they realize that’s not the case for prize contests?”

Answer: “What generates the most surprise—and often frustration—is the absence of harmonization on operational and tax rules, even between EU member states. The single market hasn’t translated into a single set of rules for prize promotions. Things like prior authorization requirements, whether financial guarantees are mandatory, how unclaimed prizes must be handled, and especially how prizes are taxed, vary dramatically. Going from the relatively straightforward German frameworks to dealing with Portugal’s authorization waiting periods and financial guarantees, or Spain’s prize pool tax, can completely upend both timelines and budgets. The assumption that Europe operates as a unified block for these kinds of promotions is, unfortunately, far from reality.”

Where the differences really bite: practical examples

The country profiles above give a sense of the overall landscape, but the real challenge lies in the details. Here’s where brands most commonly encounter unexpected friction:

Authorizations—timelines and costs: Germany imposes no prior authorization requirements for purchase-linked chance contests. Portugal mandates authorization with at least 15 days’ notice and requires a financial guarantee. Spain requires formal communication to the AEAT, sometimes complemented by notarial deposit. These steps directly affect both your launch timeline and your budget.

Prize taxation—a fiscal maze: Germany and the UK apply no specific taxes on contest prizes. The Netherlands uses a differentiated system with an annual cap. Spain levies a 10% tax on the prize pool for chance-based contests, plus a withholding on prizes above €300. Greece has its own tax provisions. There is simply no pan-European fiscal rule for prizes.

Promoter and prize obligations: Greece’s local presence requirement for high-value prizes can create a genuine operational barrier. Portugal’s unclaimed prize donation rule requires a dedicated administrative procedure. The Netherlands’ annual prize pool cap affects how promoters can plan across multiple campaigns in a given year.

Strategic approach: adaptation over standardization

What effective international planning looks like

Navigating European prize contest regulations effectively requires moving away from the instinct to standardize. In practice, this means:

Considering differentiated strategies by market, rather than a single campaign template
Where a unified approach is needed, designing to the strictest applicable regulations among the target countries
Provide adequate budgets for specialized legal advice

Why specialized expertise isn’t optional

The diversity of regulatory, procedural, and fiscal requirements across European markets demands legal knowledge that is not only country-specific but continuously updated. Working with a specialized international contests agency isn’t a convenience—it’s a strategic necessity for:

Ensuring legal compliance in every target market
Optimizing the cost-effectiveness of promotional investments
Adapting contest mechanics and prize structures to local preferences
Confidently managing authorizations, guarantees, tax obligations, and reporting requirements

Only a partner with hands-on experience in international prize contests can give you the confidence to operate across multiple jurisdictions without exposing your brand to legal or reputational risk.

We can help you:

Define legally compliant mechanics for each target country
Manage authorization procedures, financial guarantees, and tax filings
Ensure the legality and transparency of your promotion from Portugal to Greece, from Spain to the Netherlands

Get in touch to find out how we can make your European promotional campaigns a genuine success.