Rules and ethics
Part of How to run ethical and compliant trade show marketing
Trade show marketing advertising rules in England: claims, prize draws, consent and stand risk
Trade show advertising rules in England as a checklist: misleading claims, prize draws, marketing consent and stand risk assessment, each tied to a named source.
What to take away
- Unfair commercial practices are prohibited by section 225 of the Digital Markets, Competition and Consumers Act 2024, in force since 6 April 2025.
- True information can still mislead if it is presented in a misleading way.
- A prize draw with a payment to enter needs a free entry route, or it may be an illegal lottery.
- You will often need consent before sending marketing messages to people you meet at a stand.
- Employers must protect employees and others from harm, and a stand build is no exception.
Claims on the stand count as commercial practices
Unfair commercial practices are prohibited, and section 225 of the 2024 Act has applied since 6 April 2025. A stand banner, a spoken pitch and a show-day social post are all commercial practices when they promote a product.
Under section 226 of the Act, a practice is misleading if it provides false or misleading information about a product, a trader or any matter relevant to a buying decision. Information that is true but presented in a misleading way is covered too.
That catches a "show special" price never charged elsewhere, a "last one today" line repeated all week and a claim that omits its condition. A claim need not be false to mislead, so run a claim check before the doors open.
- Record the source and date for every comparative claim.
- Keep written approval from each supplier whose product you promote.
- Remove any award, certification or client logo you cannot evidence on the day.
- Brief stand staff to avoid absolutes such as "guaranteed".
- Hold a one-page list of approved claims, with a named owner.
Prize draws and stand promotions
A prize draw at a stand needs more care than a bowl of business cards. Promoters should contact the Gambling Commission or seek legal advice before any prize promotion, to be sure they are not running an illegal lottery.
The ASA guidance on free entry routes states that a prize draw with a payment to enter must also have a free entry route. Without one, it may be treated as an illegal lottery unless licensed. Rule 8.17.2 of the CAP Code asks for the route to be explained clearly and prominently.
| Mechanic | Free entry route | Practical point |
|---|---|---|
| Prize draw, entry is free | Not needed | Keep terms and a winner record |
| Prize draw, payment to enter | Needed | State the route prominently |
| Prize competition (skill or judgement) | Unlikely to be needed | Payment to enter is fine |
Write the terms before the show. Keep the entry window, eligibility, prize and winner selection record on file. Your disclosure policy should cover how any promotion is described to visitors.
Lead capture needs consent
A badge scan or business card is personal data once you hold it. Under the Privacy and Electronic Communications Regulations (PECR), you will often need a person's consent before you can send them a marketing message.
Consent must be knowingly and freely given, clear and specific, and involve a clear positive action such as ticking a box. Under the UK GDPR, pre-ticked boxes do not give valid consent.
Business-to-business marketing is not exempt. There are different rules for marketing to companies and marketing to individuals, and individuals include sole traders and some partnerships. Keep clear records of what a person consented to, when and how, so you can show compliance if challenged.
Ask the question at the stand, keep the exact wording and pass it to whoever sends the follow-up. The lead capture guide and the data protection checks cover the detail.
Stand safety covers the build and the show
Employers are required by law to protect employees, and others, from harm. Under the Management of Health and Safety at Work Regulations 1999, the minimum is to identify what could cause injury or illness, decide how likely harm is and how serious, and act to remove or control the risk.
Write one short assessment covering the build and the public days. Name the person responsible for each phase. Ask contractors for their own risk assessments before the build and keep copies. The organiser's assessment usually does not cover your equipment.
Keep one compliance file
Keep the file with the event paperwork, so an officer or organiser can be answered the same day.
| Item | Why it matters | Source to check |
|---|---|---|
| Approved claims and evidence | Answers a misleading-claim query | Sections 225 and 226 of the 2024 Act |
| Prize draw terms and winner record | Shows the draw was run fairly | ASA free entry routes advice, CAP Code rule 8.17.2 |
| Consent wording and log | Supports follow-up marketing | ICO PECR guidance, UK GDPR |
| Risk assessment and named owner | Shows risks were managed | HSE risk assessment guidance |
| Complaints log | Shows what you changed | Your own record |
Review the whole cycle against the UK rules and compliance guide, and check any stand contract terms in the commercial contracts guide. Take advice from a solicitor or your local trading standards service for individual cases.
Common questions
Do these rules apply to small exhibitors?
Assume so. The section 225 prohibition carries no size limit, and a small stand at a regional show is still promoting a product.
Can I email everyone whose badge I scan?
Not automatically. You will often need consent before you send a marketing message, and you should keep records of how you got it. Check the organiser's terms as well.
Do I need a free entry route for every prize draw?
Only where there is a payment to enter. Prize competitions that need skill or judgement are unlikely to need one. Take legal advice before running either.
