What is AMOE? Understanding the Alternative Method of Entry in Contests and Sweepstakes
Contests and sweepstakes have become go-to tools for brands looking to engage users, grow audiences, and build excitement around a product or campaign. Whether it’s a free trip giveaway or the chance to win a new smartphone, these promotions can be powerful — but they come with legal obligations. One key requirement? The inclusion of an AMOE, or Alternative Method of Entry.
AMOE stands for Alternative Method of Entry. It’s a legally required pathway that allows participants to enter a sweepstake without making a purchase. In other words, it’s the “no purchase necessary” route that ensures the contest remains fair and accessible to everyone.
Why does this matter? Because sweepstakes in the United States are governed by laws that distinguish them from illegal lotteries. To avoid falling into lottery territory (which requires licensing and regulation), a sweepstake must eliminate the element of consideration — typically, that means offering a free way to enter.
The legal system draws a firm line between sweepstakes, which are free to enter, and lotteries, which require payment. The presence of AMOE ensures that a sweepstake doesn’t unintentionally cross that line.
Federal Trade Commission (FTC) guidelines and many state laws, including those in California, Florida, and New York, require that all sweepstakes provide a method of entry that doesn’t require a purchase. The AMOE satisfies that requirement and demonstrates that a brand is committed to fairness and transparency.
An AMOE can take several forms, and it’s up to the sponsoring brand to ensure it is easy to understand and follow. Common formats include:
Importantly, all AMOE entries must have the same odds of winning as those gained through a purchase. Brands also must ensure entry limits are consistent, regardless of the method used.
Many major brands incorporate AMOE into their high-profile sweepstakes:
Typically, the AMOE instructions are included in the official rules, often found on the promotional website. Example language might look like:
“To enter without making a purchase, send a 3×5 card with your name, address, phone number, and email to: [Sweepstakes Name], P.O. Box 12345, Anytown, USA.”
For businesses running promotions, offering AMOE isn’t just a formality — it’s a best practice that signals transparency. Some tips:
It’s also wise to consult legal counsel or a sweepstakes administrator to ensure full compliance.
Surprisingly, even though AMOE options are legally required, many people overlook them. Whether due to perceived inconvenience or simply not noticing them, usage rates are often low.
However, that doesn’t mean they’re not important. Including a clear AMOE boosts your brand’s credibility and protects you from regulatory issues.
Failing to include or properly implement an AMOE can have serious consequences:
It’s not worth the risk. Adding a fair, accessible AMOE is a simple way to build goodwill while staying on the right side of the law.
The Alternative Method of Entry isn’t just legal fine print — it’s a vital piece of running a fair, inclusive, and legally compliant sweepstakes. By making AMOE accessible and easy to use, brands show that they care about all customers, not just those who make a purchase.
When done right, AMOE enhances trust, boosts participation, and ensures your promotion meets both legal standards and consumer expectations. In the world of marketing, that’s a win-win.