Metaverse-ing Your Sweepstakes?

Sweepstakes and other promotional devices, such as contests and giveaways, are already immensely popular in social media. With the growing popularity of the metaverse, many brands are expanding their advertising and marketing footprint to get in on the trend, and a sweepstakes in the metaverse is one prime example. While many brands already execute sweepstakes (in a compliant and not-so compliant fashion) in social media, it is important for brands to note that the same general legal considerations applicable to sweepstakes, whether conducted in a brick-and-mortar location or on social media, also apply to sweepstakes conducted in the metaverse. Indeed, the metaverse adds a layer of complexity to these legal considerations.