Age of Eligibility

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Age of eligibility refers to the minimum age required for someone to enter and participate in a promotion.

How does this affect your promotion?

Your eligibility requirements should align with your target customer, the type of prize being offered, and any applicable legal or regulatory considerations.

Most promotions require entrants to be at least 18 years old, as this is considered the age of majority in most U.S. states. There are a few exceptions—such as Nebraska (19), Alabama (19), and Mississippi (21)—but 18+ is the most common standard used to simplify compliance.

Key Considerations

Target Customer

Your promotion should reflect who you’re trying to reach. If your product or service is designed for adults—such as home goods, financial services, or automotive products—your eligibility should typically be 18+.

Prize Suitability

Consider whether the prize is appropriate for a minor. High-value prizes like travel, vehicles, or experiences may require contracts, liability releases, or logistical coordination that are not suitable for participants under 18.

Minors & Parental Consent

While it is possible to allow entrants under 18, doing so introduces additional requirements. Minors generally cannot enter into binding legal agreements, so you may need parental or guardian consent for entry, prize acceptance, and documentation.

COPPA Compliance (Under 13)

If your promotion is directed to children under 13—or you knowingly collect personal information from them—you must comply with the Children’s Online Privacy Protection Act (COPPA). This includes providing notice to parents and obtaining verifiable parental consent before collecting personal data.

Regulated Industries

If your promotion involves age-restricted products such as alcohol or tobacco, eligibility should be set to 21+. These promotions are more heavily regulated and may have additional state-specific restrictions.

Best Practice

To reduce legal complexity and streamline execution, most brands set their promotions to 18+ unless there is a specific reason to include a younger audience.

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