If you’re running a sweepstakes, you’ve probably included the phrase “No purchase necessary.” But does that mean the free entry has to be just as fast and easy as the paid option? Can a free entry take longer to process, like with a mail-in postcard? And what happens when you’re running the same promotion in the U.S., Canada, the UK, and beyond?

This blog breaks down what marketers need to know about Alternative Methods of Entry (AMOE), what “equal dignity” really means, and how timing, cost, and format affect compliance.

What Is AMOE and Why Equal Access Matters

An AMOE is the free way to enter a sweepstakes. It’s required by law in most countries to ensure that people don’t have to pay or buy something just to participate.

But offering a free entry isn’t enough. The law also says it needs to be treated fairly. That means the free method must offer:

• The same odds of winning
  
• Access to the same prize pool
  
• Entry within the same time window as a paid or purchase-based method
  

This idea is called “equal dignity,” and it applies to both sweepstakes and instant win games. If your paid entries are processed right away, your free ones should be too.

What the Experts Say

“If someone can enter instantly by making a purchase, they should be able to enter instantly for free. You can’t delay the free entry. Both entry methods need to offer the same odds, use the same prize pool, and follow the same timeline. Equal access isn’t optional, it’s required.”

Allison Fitzpatrick, Partner, Davis+Gilbert LLP

U.S. Overview: Mail-In vs. Digital AMOE

Mail-In Entry

Mail-in AMOE is still legal in the United States. The cost of a stamp and the delay for mailing are generally not seen as barriers, as long as:

• The entry is included in the same drawing as digital or paid entries
  
• The rules are clear and simple (one card, one stamp)
  
• There’s no intentional disadvantage created by the delay
  

But things are changing. States like New York have recently updated their laws. If your sweepstakes is promoted online or offers digital purchase-based entry, a digital AMOE must also be provided. A mail-only AMOE is no longer considered compliant in many digital campaigns.

Digital Entry

A digital AMOE is now considered the standard for fairness and ease. Most states expect it, and in some cases, require it. It also helps avoid any issues with delayed processing.

Best practice: If your promotion is live online, your free entry method should be online, too—and just as fast.

International Snapshot: What Other Countries Require

United Kingdom and Ireland

• Mail-in and digital AMOE are both legal
  
• Free entry must be as convenient as paid entry
  
• Delays, hidden costs, or complex forms may raise legal concerns
  
• Digital entry is preferred for simplicity and transparency
  

European Union

• Mail-in is accepted, but costs and effort must be minimal
  
• Digital AMOE is recommended, especially under EU consumer protection rules
  
• GDPR applies to all digital data collection
  

Australia

• Mail-in entry is allowed but must be low-cost and easy
  
• Excessive paperwork or postage can be seen as “consideration”
  
• Digital is preferred and often recommended by state regulators
  

Canada

• Mail-in AMOE is permitted, but international postage can be an issue
  
• Digital AMOE is common in national campaigns
  
• Most sweepstakes also require a skill question to meet legal definitions
  

Real-World Examples Coca-Cola offers both mail-in and digital entry with the same deadline and prize pool Retailers in the EU use digital-only AMOE to reduce complexity and ensure equal access France requires brands to reimburse postage if mail-in is the only free option Many U.S. campaigns now default to digital AMOE to improve trust and participation

Why Digital AMOE Is the Gold Standard

Offering free digital entry isn’t just easier—it’s also safer. It helps you:

• Provide instant, equal access
  
• Avoid concerns over cost, delay, or discrimination
  
• Track entries, apply limits, and prevent abuse
  
• Stay compliant across multiple states and countries
  

If you’re running an online sweepstakes or instant win game, digital AMOE should be the default.

Common Questions

Can I offer only mail-in entry?
In the U.S., yes, but only if your promotion doesn’t also include instant or online paid entry. If it does, you need a digital AMOE.

Is a stamp considered “consideration”?
No, not in most jurisdictions. But high postage or complicated mailing instructions could become an issue.

Can I delay free entries while processing paid entries instantly?
No. All entries must be treated equally and included in the same draw.

Can I limit the number of free digital entries?
Yes, as long as the limit is clearly disclosed and applies fairly to all participants.

How BeeLiked Helps You Get AMOE Right

At BeeLiked, we help brands run gamified promotions that excite customers and stay compliant. Our platform supports:

• Instant digital AMOE across the U.S., UK, EU, and beyond
  
• Configurable entry limits and secure tracking
  
• A wide range of game types, including spin wheels, scratch-offs, slot machines, and claw grabbers
  
• Fairness across all entry paths, with tools to align free and paid experiences
  
• Custom terms and conditions based on your location and campaign type
  

We’re not a law firm, and we always recommend clients seek legal advice. But our technology gives you the framework to run sweepstakes and instant win campaigns that are engaging, scalable, and built with compliance in mind.

Need help building a promotion with the right AMOE setup? Get in touch, we’ll help you make it fun, fair, and fully supported.