Molly Mae Hague’s £8,000 Instagram giveaway may have been overwhelmed with entries but the Advertising Standards Authority has said that it broke promotion rules.
The Love Island star, 21, ran a giveaway in September 2020 which gave her followers the chance to win £8,000 of luxury items including handbags, a laptop, Louis Vuitton luggage and products from her fake tan range.
To enter, her fans had to follow and subscribe to her social media channels and also tag a friend on her post which was in honour of her reaching a million YouTube subscribers.
However, the Advertising Standards Authority (ASA) said the prize draw was not administered fairly in accordance with the laws of chance.
A group of 100 participants were chosen at random out of a hat, with the winner being chosen by a computer programme, the ASA said, but they claimed they haven’t seen evidence to show the initial selection was made at random from all of the entries.
Complaints were filed by 12 people who said they believe that not all entries had been included in the final draw and were therefore not given a fair chance of winning the prize.
They challenged whether the prize was awarded in accordance with the laws of chance and whether the promotion was administered fairly, and the ASA upheld the complaints on both issues.
As she had bought the products herself and the competition was not part of a paid partnership, Molly Mae claimed she believed it wasn’t a promotion as it wasn’t providing an incentive to engage with a brand or a product and therefore did not fall within the rules.
Molly Mae also said that she had been overwhelmed at the number of entries and tried to deal with it in the best way possible to choose a winner.
The ASA ruling said: ‘We told Molly-Mae Hague to ensure their future promotions were administered fairly and that prizes were awarded to genuine winners in accordance with the laws of chance and by an independent person or under the supervision of an independent person.’