An Evergreen Guide for Brands, Marketers & Sweepstakes Sponsors
Sweepstakes often require collecting personal information from participants — such as names, email addresses, phone numbers, and even device information — to administer entries, contact winners, and fulfill prizes. But handling that data responsibly and legally is essential to protect participants and stay compliant with privacy laws.
This guide explains how to collect and protect data ethically and legally, the privacy obligations sponsors must follow, and key compliance practices for sweepstakes in 2026 and beyond.
When someone enters a sweepstakes, you're collecting Personally Identifiable Information (PII) — data that can identify an individual. Common types include:
Name
Email address
Postal address
Mobile phone number
Date of birth (where required)
Device or browser info (for tracking)
This information helps you:
Contact winners
Verify eligibility
Notify participants of their status
Fulfill prize delivery
Because it's sensitive, it must be collected, stored, and used in compliance with legal standards.
A legally compliant privacy policy must be presented to participants before they enter. It should explain:
What personal data you collect
How the data will be used
Who will have access to the data
How long the data will be retained
Whether data will be used for marketing (and how consent is obtained)
Include a link to your privacy policy on entry forms and in the official rules so entrants can review it before submitting their information.
Depending on participant residency, you may need to comply with:
GDPR (European Union) — protects EU residents' personal data and rights, including access, deletion, and portability requests.
CCPA/CPRA (California) — gives California residents control over how their personal information is used.
Other state laws — additional data privacy laws are emerging across U.S. states.
Always disclose in your privacy policy how participants can exercise these rights (e.g., request data deletion).
Sponsors must clearly disclose what data is being collected and how it will be used. This is typically done via:
Official rules
Entry form disclosures
Linked privacy policy
For example, phone numbers collected in a text-to-win sweepstakes may be used for administration and winner notification — but not sold.
Data protection isn't just about legality — it's also about security. Basic best practices include:
Encryption & Secure Storage
Ensure data is stored on secure servers and encrypted both in transit and at rest. This protects it from unauthorized access.
Limited Access
Only authorized personnel should have access to sensitive participant data, such as winners' contact and tax information.
Data Minimization
Collect only the data necessary for running the sweepstakes and fulfilling prizes. Avoid collecting sensitive data unnecessarily.
Deletion & Retention Policies
Define how long you'll keep participant data and when it will be deleted. Sweeppea, for example, deletes sweepstakes participant data within 72 hours after an account is closed.
If you plan to use entrant data for marketing purposes beyond sweepstakes administration — such as email newsletters, promotions, or partner offers — you must obtain explicit consent.
Consent must be:
Clear and specific
Separate from entry requirements
Optional (not required to enter)
Without proper consent, using data for additional marketing could violate laws like CCPA or GDPR and expose you to significant penalties.
Sweepstakes should generally exclude children under 13 from participation unless compliance with the Children's Online Privacy Protection Act (COPPA) is specifically addressed. Most brands simply require entrants to be 18+ to avoid complications.
Failing to address COPPA requirements when minors may enter can result in serious federal penalties.
When using a sweepstakes platform like Sweeppea:
You are responsible for compliance with applicable privacy laws for participant information collected through your promotion. The data belongs to you, not the platform.
The sweepstakes platform collects and passes data on your behalf as a processor. This means you must ensure your own privacy policy and data practices align with legal standards even if the platform assists with collection and storage.
Provide Transparency
Make it easy for participants to find your privacy policy and understand how their data will be used.
Draft Comprehensive Official Rules
Include clear privacy and data use disclosures in your official rules.
Collect Only Essential Data
Avoid collecting unnecessary sensitive information beyond what is needed to administer the promotion.
Use Secure Technology
Ensure your entry systems use SSL/TLS encryption and secure storage practices at all times.
Honor Opt-Out Requests
Allow participants to unsubscribe from marketing lists and respect their preferences promptly.
Consult Legal Counsel
Privacy law is complex and varies by jurisdiction. Work with legal experts to ensure compliance across all markets.
Handling participant data in sweepstakes isn't just about gathering names and emails — it's about legal compliance, trust, and transparency. Sponsors must:
Collect and use data according to privacy laws such as GDPR and CCPA.
Provide clear privacy notices and obtain consent when needed.
Protect data with secure systems and limited access.
Respect participant rights and preferences.
Getting data compliance right protects your brand and builds trust with participants — leading to more successful and respected sweepstakes campaigns.