What disclaimer or opt-in language should I use when running a giveaway and sharing sign-ups with sponsors?
Summary
What email marketers say12Marketer opinions
Email marketer from Medium blog indicates that the copy should contain direct links to the privacy policies of each sponsor, letting users understand what data each is collecting.
Email marketer from KingSumo Blog shares that each sponsor needs to be listed individually with a separate opt-in. Don't bundle all sponsors together.
Marketer from Email Geeks suggests checking with your ESP's compliance/trust&safety team, as they likely have rules about co-registration.
Email marketer from Gleam.io Blog explains that you must ensure users are able to easily unsubscribe from sponsor emails. Provide clear instructions and links to manage subscriptions.
Email marketer from Reddit shares that offering participants a clear choice to opt-in or out of communications from each sponsor, in accordance with privacy regulations, is critical.
Email marketer from RafflePress Blog shares that you should include a clear statement that entrants agree to receive marketing emails from sponsors as a condition of entry. Mention the frequency and nature of emails they can expect.
Email marketer from HubSpot Blog explains that you should clearly state that participants are agreeing to share their information with sponsors and that they may receive communications from those sponsors. Explicitly outline the purpose of data collection and how it will be used.
Email marketer from ShortStack Blog responds that entrants need to actively opt-in to receiving emails from sponsors, and passive opt-ins (pre-checked boxes) are not sufficient. You must get explicit consent from each entrant for each sponsor.
Marketer from Email Geeks recommends against co-registration and instead recommends clear points to register with each party involved, instead of one party funneling email addresses to other parties.
Email marketer from Woobox Blog responds that it's always best to consult legal counsel when in doubt, especially regarding state-specific laws. Legal requirements for giveaways can vary.
Email marketer from Reddit shares that using language like "By entering, you agree that Sponsor X may send you promotional emails" followed by a checkbox is a good practice. Add a link to the sponsor's privacy policy.
Email marketer from Wishpond Blog details that a great practice is to make it clear that entrants can unsubscribe at any time from the sponsor's list. Providing unsubscribe links in all email communications from sponsors is crucial.
What the experts say2Expert opinions
Expert from Spam Resource explains that affiliate programs are a risky way to acquire addresses to market to, and users should give explicit consent for each party who will email them. She notes that users are unlikely to read disclosures and it is important to make the opt-in obvious and intentional.
Expert from Email Geeks shares to clearly state what you’re going to do, where everyone will see it. Be clear that they can opt out from sponsor communication.
What the documentation says3Technical articles
Documentation from GDPR Official Website explains that consent must be freely given, specific, informed, and unambiguous. It requires a clear affirmative action from the data subject (e.g., ticking an unchecked box).
Documentation from Mailchimp explains that it recommends explicit, opt-in consent. Clearly explain how you’ll use the subscriber's data, and then get their permission.
Documentation from FTC explains that any material connection between the promoter and the sponsor (e.g., sharing data) must be clearly and conspicuously disclosed. Disclosures must be understandable and prominent.