October 10, 2019
The world’s population is increasingly reliant on smart phones and other similar mobile devices. Businesses have been adjusting to this new reality by pursuing consumer outreach through mobile applications (or “apps”) that can be downloaded and accessed via smart phones. Regardless of the medium or technology involved, one particularly potent means of attracting and interacting with consumers involves the use of sweepstakes and other promotional contests. Unsurprisingly, given the emerging trends in smart phone usage and the concurrent proliferation of mobile apps, there has been a wave of mobile apps designed to provide business owners with a platform to host their mobile app sweepstakes.
While mobile app promotions may provide business owners with an ideal combination of technology and marketing reach, there is a complex system of laws, rules and regulations that apply to each separately, as well as unique legal issues that arise when they are used together. One such issue centers around whether sweepstakes sponsors need to offer consumers a free, alternative means of entry (often referred to as an “AMOE”) in addition to the entry process made available via the mobile app itself.
Do You Need to Offer Consumers an AMOE with Your Mobile App Sweepstakes?