Purchase-based prize promotions in Switzerland: the successful case of Guess Rewards You 25 November 2025 Regulatory evolution and winning strategies in Swiss purchase-linked prize draws The “Guess Rewards You” prize promotion, organized in Switzerland by Guess in collaboration with Promosfera, perfectly illustrates how international brands can now engage Swiss consumers through purchase-based contests — in full compliance with a regulatory framework that, until only a few years ago, made this type of promotion impossible. Until 2019, requiring participants to make a purchase for entry was prohibited in Switzerland. Today, thanks to a key legal reform, companies can take advantage of this opportunity with initiatives like “Guess Rewards You” — a campaign that successfully combines commercial effectiveness with full legal compliance. But how can a purchase-based prize promotion be organized in Switzerland? Let’s explore the case of Guess and the essential rules that every brand should follow. The case study: analysis of Guess Rewards You The “Guess Rewards You” contest is a concrete example of how to correctly structure this kind of promotion in Switzerland.The initiative targeted consumers who made a valid purchase either through the e-commerce site or in Guess-branded stores across Switzerland. Participants had the chance to win one Guess Gift Card worth CHF 1,000. Participation requirements: participants had to be registered on Guess Switzerland’s website or complete their registration during the promotion period a valid purchase from an authorized Guess channel was required the winner was selected through a random draw Key features: limited duration (from October 4 to 19, 2025) no additional cost beyond the standard purchase one entry per person This structure fully aligns with Switzerland’s updated legal principles, which we’ll now examine in more detail. The legal turning point: purchase-based contests are now allowed Until 2019, requiring participants to make a purchase for entry was not permitted in Switzerland. Organizers were required to provide a “free entry route” — allowing consumers to participate without purchasing — to ensure equal chances of winning. This requirement often made promotions more complex and less effective from a marketing standpoint. The turning point came with the adoption of the Swiss Federal Act on Money Games, which legalized prize promotions linked to product purchases. However, this new regulatory framework is subject to strict conditions designed to clearly distinguish legitimate marketing promotions from gambling or unfair commercial practices. The five essential requirements: the Guess Rewards You example To replicate the success of “Guess Rewards You” and legally organize a purchase-based prize promotion in Switzerland, brands must comply with the following key requirements. 1. Limited and clearly defined duration Swiss law requires that purchase-linked contests run for a short, specific period. This prevents promotions from becoming ongoing commercial practices that could distort competition.👉 The “Guess Rewards You” contest took place over a clearly defined promotional period — a choice that ensured full legal compliance while also creating a natural sense of urgency that boosted participation. 2. The main goal must be to reward customers, not drive sales The contest’s purpose must not be to directly increase sales, but rather to reward loyal customers or achieve broader marketing objectives unrelated to immediate revenue growth.👉 In “Guess Rewards You”, each participant could enter only once, and only one winner was drawn at random. No incentives were offered for multiple purchases — demonstrating that the contest was designed to reward, not to upsell. 3. No resemblance to gambling Prize draws must remain strictly promotional and avoid any elements typical of gambling. Organizers must steer clear of mechanisms that encourage compulsive or speculative behavior, such as unlimited attempts or increasing odds through repeated entries. 4. No extra costs beyond the standard purchase Participation must be tied solely to the purchase of the promoted product or service, without any additional fees. Consumers should not incur any expense beyond the regular retail price. 5. Prices consistent with market value The products granting access to the prize draw must be sold at a fair market price. This ensures that consumers are not indirectly paying a “hidden entry fee” built into the purchase price. The risk and cost of non-compliance Running a prize promotion without adhering to local regulations exposes companies to significant financial and reputational risks. Administrative penalties substantial fines, which may reach tens of thousands of francs or euros immediate suspension of the campaign, resulting in total loss of investment Reputational damage negative media and social coverage loss of consumer trust that is difficult to rebuild long-term impact on brand perception in the Swiss market The value of specialized consultancy Launching an international contest requires specific legal and operational expertise. Agencies specializing in global prize promotions continuously monitor regulatory developments with the support of trusted local legal partners. Partnering with experienced professionals is not an expense — it’s a strategic investment. It protects your company from legal risks, optimizes your marketing budget, and transforms creative ideas into compliant, high-performing campaigns. In a global landscape where regulations evolve rapidly, compliance is more than a legal necessity — it’s a competitive advantage. Brands that combine creativity with legal precision build lasting trust and stand out for reliability and integrity in every market. Do you want to launch a prize promotion in Switzerland or in other international markets, but the regulatory complexities seem overwhelming? Contact us— with the right guidance, you can run successful prize promotions in any market.
