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ARTICLE · 25 MARCH 2009

Using User-Generated Content In Online Contests - Playing By The Rules

McCarthy Tétrault
McCarthy Tétrault
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Humans are naturally drawn to corporate contests, such as Tim Horton’s Roll Up The Rim To Win® or McDonald’s restaurants’ MONOPOLY® game.

CanadaMedia, Telecoms, IT, Entertainment
Kai Brown
Kai Brown
Peter Martin
Peter Martin
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Humans are naturally drawn to corporate contests, such as Tim Horton's Roll Up The Rim To Win® or McDonald's restaurants' MONOPOLY® game. Advertising contests such as these have long been used to promote business interests and drive public attention. With the advent of the Web, many of these contests have moved online and some now include user-generated content (UGC).

Contest organizers who choose to host their contests online and exploit UGC must abide by all the traditional legislative regimes designed to ensure fairness, transparency and legality of such contests. They must also pay strict attention to the additional complexities that stem from the online nature of the contest.

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