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DTC 独立站里主要服务拉新与声量，代价是奖品成本，以及一批只为奖品而来的名单。本文分清三种形式，整理社媒平台与官方文本的硬性要求，再讨论名单质量与营销同意。不覆盖：广告投放、奖品的税务处理与各地登记要求（未核验，需要合规确认）。办一次活动的步骤见",[516,517,519],"a",{"href":518},"\u002Fzh\u002Ftasks\u002Frun-a-giveaway","办一次社媒抽奖","。",[522,523,524],"h2",{"id":524},"三种形式",[526,527,528,547],"table",{},[529,530,531],"thead",{},[532,533,534,538,541,544],"tr",{},[535,536,537],"th",{},"形式",[535,539,540],{},"谁得奖",[535,542,543],{},"常见参与方式",[535,545,546],{},"关键风险",[548,549,550,565,579],"tbody",{},[532,551,552,556,559,562],{},[553,554,555],"td",{},"抽奖（sweepstakes）",[553,557,558],{},"从合格参与者中随机抽出",[553,560,561],{},"关注、留言、填表、订阅",[553,563,564],{},"是否要求购买或付费才能参加",[532,566,567,570,573,576],{},[553,568,569],{},"有奖竞赛（contest）",[553,571,572],{},"按事先公布的评审标准选出，如作品质量",[553,574,575],{},"投稿照片、视频、文案",[553,577,578],{},"评审标准与评审人是否写清并照做",[532,580,581,584,587,590],{},[553,582,583],{},"赠品活动（giveaway）",[553,585,586],{},"口语泛称，可能是抽奖，也可能是先到先得或人人有份",[553,588,589],{},"视规则而定",[553,591,592],{},"名称不能代替规则：要写明到底按什么得奖",[512,594,595,596,600],{},"在美国，常见的分析框架是看活动是否同时具备奖品（prize）、机会（chance）与对价（consideration）三个要素：三者同时具备的活动可能被认定为私营彩票。因此抽奖常提供「无需购买」（no purchase necessary）的免费参与方式，竞赛则以技能取代机会。这是行业常用的分析方法，",[597,598,599],"strong",{},"本文未核验任何州的法律","，各州对抽奖与竞赛的定义、登记、担保与公示要求不同，需要合规确认。",[522,602,603],{"id":603},"社媒平台的推广活动规则",[512,605,606],{},"在 Facebook 或 Instagram 上宣布或运营活动时，平台规则与法律要求同时适用。以下核验于 2026-10-10。",[512,608,609],{},[597,610,611],{},"Facebook（Pages, groups and events 政策的 Promotions 一节）",[613,614,615,619,622,629],"ul",{},[616,617,618],"li",{},"用主页、群组或活动宣布或管理推广活动（竞赛、赠品或抽奖）时，商家须确保活动符合适用的法律与监管要求，政策列举的例子是向参与者提供正式规则、披露条款与参与资格，以及向有关部门登记。",[616,620,621],{},"须要求参与者完全免除 Meta 的责任，并确认活动与 Meta 无关、不由其赞助、背书或管理。",[616,623,624,625,628],{},"活动",[597,626,627],{},"不得要求或激励","参与者分享、转发、标记他人或以任何其他方式宣传该活动。",[616,630,631],{},"Meta 不协助管理活动，使用其服务管理活动风险自负。",[512,633,634],{},"同一页的 Data Collection 一节写明：从与主页互动的人那里收集内容或信息时，必须先告知，取得其明确同意，并清楚说明是商家而非 Meta 在收集。",[512,636,637],{},[597,638,639],{},"Instagram（Help Center 的 Promotion Guidelines 页）",[613,641,642,645,648,651,654],{},[616,643,644],{},"用 Instagram 宣传或管理推广活动（如竞赛或抽奖）时，商家对活动的合法运营负责，包括正式规则、条款与参与资格（如年龄与居住地限制），以及活动与奖品的合规（如登记与取得必要的监管批准）。",[616,646,647],{},"不得不准确地标记内容，或鼓励用户不准确地标记，例如不要鼓励没出现在照片里的人标记自己。",[616,649,650],{},"活动须包含每位参与者对 Instagram 的完全免责，以及活动与 Instagram 无关的确认。",[616,652,653],{},"Instagram 不协助管理活动，也不就是否需要取得用户内容的使用同意提供建议。",[616,655,656],{},"该页开头单独提示在巴西运营推广活动的监管要求。",[512,658,659,660,663],{},"两页的差异：Facebook 页面明确禁止要求或激励「分享、转发、标记他人」；Instagram 页面在本次读到的文本中只禁止",[597,661,662],{},"不准确的","标记，没有同样的措辞。「标记好友参加」这类玩法在两个平台上的处理不同，以活动时平台当前页面为准。",[522,665,666],{"id":666},"参与帖也是背书",[512,668,669],{},"要求参与者公开发帖参加时，美国的背书规则会适用到每一条参与帖：",[613,671,672,675],{},[616,673,674],{},"16 CFR 255.5(a) 把「可能赢得奖品」列为实质性关联的一种；受众中相当一部分人不了解这种关联时，须清楚显著地披露。",[616,676,677],{},"FTC 员工问答页把为参加抽奖或竞赛而发的帖子视为受激励的背书：「#XYZ_Rocks」这类标签不足以说明是参赛帖；把「contest」或「sweepstakes」放进品牌标签（如「#XYZ_Contest」）可以；「sweeps」很可能不够。品牌应提示参与者把标签放在帖子开头等清楚显著的位置。",[512,679,680,681,685],{},"规则详情见",[516,682,684],{"href":683},"\u002Fzh\u002Fregulations\u002Fus-endorsement-guides","美国背书与证言指南","。只要求点赞、关注或填表、不要求公开发帖的活动，不产生参与帖，但奖品本身的规则照样适用。",[522,687,688],{"id":688},"欧盟的奖品条款",[512,690,691],{},"UCPD（Directive 2005\u002F29\u002FEC，2022-05-28 合并文本）Annex I 列出在任何情况下都视为不公平的做法，其中两项直接涉及奖品活动：",[613,693,694,700],{},[616,695,696,699],{},[597,697,698],{},"第 19 项","：声称举办竞赛或有奖推广，却不颁发所描述的奖品或合理的等价物。",[616,701,702,705],{},[597,703,704],{},"第 31 项","：制造消费者已经赢得、将会赢得或做某件事就会赢得奖品的错误印象，而实际上没有奖品，或领奖需要消费者付钱或承担费用。",[512,707,708],{},"各成员国对有奖推广另有国内法，本文未核验，需要合规确认。",[522,710,711],{"id":711},"名单质量",[512,713,714],{},"抽奖最常见的问题不是没人参加，而是参加的人不会购买。以下是本库整理的通用做法，未经真实业务验证：",[613,716,717,723,729,740],{},[616,718,719,722],{},[597,720,721],{},"奖品决定来的是谁","：送自家商品或品牌专属体验，吸引的是对品类有兴趣的人；送通用电子产品或现金类奖品，吸引的是专门参加抽奖的人。",[616,724,725,728],{},[597,726,727],{},"参与门槛与目标一致","：目标是邮件名单，就以订阅为参与方式；目标是内容素材，就用竞赛并写明使用授权；不为凑人数叠加与目标无关的动作。",[616,730,731,734,735,739],{},[597,732,733],{},"单独标记来源","：抽奖带来的订阅者打上来源标签或进入单独分群，与自然订阅者分开统计；链接加 ",[516,736,738],{"href":737},"\u002Fzh\u002Fterms\u002Furchin-tracking-module","UTM"," 标记。",[616,741,742,745],{},[597,743,744],{},"看活动后而不是活动当天","：复盘看这批名单在之后数周的打开、退订、首单与复购，而不只看参与人数。退订率高、首单率低，说明奖品或渠道选错了。",[522,747,748],{"id":748},"同意管理",[512,750,751],{},"抽奖收集的邮箱和手机号，是参与资格信息，还是营销名单，要在参与时就分清：",[613,753,754,760,766,772],{},[616,755,756,759],{},[597,757,758],{},"营销同意要单独取得","：GDPR 第 7(2) 条要求，书面声明中同时涉及其他事项时，同意请求要与其他事项清楚区分；第 7(3) 条要求撤回同意与给予同意一样容易；第 7(1) 条要求控制者能证明已取得同意。",[616,761,762,765],{},[597,763,764],{},"以同意为参加条件要谨慎","：GDPR 第 7(4) 条写明，评估同意是否自由给出时，要充分考虑提供服务是否以同意处理非必要的个人数据为条件。「订阅才能参加抽奖」是否符合该条，需要合规确认；在欧盟以外地区同样需要按当地规则确认。",[616,767,768,771],{},[597,769,770],{},"在平台内收集时","：按上文 Facebook 政策，须先告知、取得明确同意，并说明是商家在收集。",[616,773,774,777,778,782,783,787,788,792,793,520],{},[597,775,776],{},"在 Shopify 中","：订阅状态与可触达对象的关系见",[516,779,781],{"href":780},"\u002Fzh\u002Fshopify\u002Fshopify-customer-segments","客户分群","，同意设置见",[516,784,786],{"href":785},"\u002Fzh\u002Fshopify\u002Fshopify-customer-privacy","隐私与同意","；订阅入口的写法见",[516,789,791],{"href":790},"\u002Fzh\u002Fcontent-types\u002Femail-signup","邮件订阅邀请","与",[516,794,796],{"href":795},"\u002Fzh\u002Fmodules\u002Fsignup-capture","订阅获取模块",[512,798,799,800,520],{},"GDPR 术语见 ",[516,801,803],{"href":802},"\u002Fzh\u002Fterms\u002Fgeneral-data-protection-regulation","GDPR",[522,805,806],{"id":806},"正式规则至少写什么",[512,808,809],{},"两个平台都把正式规则列为商家的责任。以下清单是本库整理，不是官方格式：",[613,811,812,815,818,821,824,827,830],{},[616,813,814],{},"主办方名称与联系方式；活动与平台无关的声明及免责条款（平台要求）；",[616,816,817],{},"参与资格：年龄、居住地、员工及其家属是否排除；",[616,819,820],{},"起止时间与时区；参与方式与次数上限；免费参与方式（如采用）；",[616,822,823],{},"奖品：内容、数量、价值、是否可兑现金、发货范围；",[616,825,826],{},"抽取或评审方式、时间与公布方式；中奖通知方式与领奖期限，逾期如何处理；",[616,828,829],{},"个人数据用于什么、保存多久、是否用于营销；",[616,831,832],{},"投稿类活动的内容使用授权。",[522,834,835],{"id":835},"合规底线",[512,837,838],{},"以下为官方文本要点，核验于 2026-10-10，不构成法律意见，需要法务或合规确认。",[526,840,841,854],{},[529,842,843],{},[532,844,845,848,851],{},[535,846,847],{},"要点",[535,849,850],{},"适用范围",[535,852,853],{},"来源与性质",[548,855,856,867,878,889,900,911],{},[532,857,858,861,864],{},[553,859,860],{},"提供正式规则、披露条款与资格，必要时向有关部门登记；参与者免除平台责任并确认与平台无关",[553,862,863],{},"Facebook、Instagram",[553,865,866],{},"平台政策",[532,868,869,872,875],{},[553,870,871],{},"不得要求或激励分享、转发、标记他人来宣传活动",[553,873,874],{},"Facebook",[553,876,877],{},"Pages, groups and events 政策",[532,879,880,883,886],{},[553,881,882],{},"不得鼓励不准确的标记",[553,884,885],{},"Instagram",[553,887,888],{},"Promotion Guidelines",[532,890,891,894,897],{},[553,892,893],{},"可能赢得奖品属于实质性关联；参与帖须清楚披露是参赛帖",[553,895,896],{},"美国联邦",[553,898,899],{},"16 CFR 255.5(a)；FTC 员工问答（非约束性员工指引）",[532,901,902,905,908],{},[553,903,904],{},"不颁发所宣传的奖品、或制造已中奖的错误印象，属于在任何情况下都不公平的做法",[553,906,907],{},"欧盟 \u002F EEA",[553,909,910],{},"UCPD Annex I 第 19、31 项",[532,912,913,916,918],{},[553,914,915],{},"营销同意须可证明、与其他事项区分、可同样方便地撤回",[553,917,907],{},[553,919,920],{},"GDPR 第 7 条",[512,922,923],{},"美国各州的抽奖与竞赛法律、其他国家的有奖推广规则、奖品税务均未核验，需要合规确认。",[522,925,926],{"id":926},"各平台落地",[613,928,929,934],{},[616,930,931,933],{},[516,932,786],{"href":785},"：Shopify 中营销同意的记录与设置。",[616,935,936,938],{},[516,937,781],{"href":780},"：用来源标签或条件把抽奖名单单独分群，并按订阅状态限定触达对象。",[522,940,941],{"id":941},"页面落点",[613,943,944,951,957],{},[616,945,946,950],{},[516,947,949],{"href":948},"\u002Fzh\u002Fshopify\u002Fpage\u002Fgiveaway","抽奖活动与正式规则页","：站内承载活动说明与正式规则，社媒活动帖与简介链到这里。上文「正式规则至少写什么」的各项在该页公开并有固定链接；活动结束后的公示与撤下见该配方。",[616,952,953,954,956],{},"订阅入口：活动页需要收集营销订阅时，参与与订阅分开取得，写法见",[516,955,796],{"href":795},"与上文「同意管理」。",[616,958,959,960,964,965,969],{},"抽签式限量发售的名额分配属于发售规则，见",[516,961,963],{"href":962},"\u002Fzh\u002Fcommerce\u002Fproduct-launches-drops","新品首发与限量发售","的「分配方式」，商品页由",[516,966,968],{"href":967},"\u002Fzh\u002Fshopify\u002Fproduct\u002Fproduct-drop-page","新品首发与限量发售商品页","承载。",[522,971,972],{"id":972},"待继续完善",[613,974,975,978,981,984],{},[616,976,977],{},"美国各州、英国、加拿大、澳大利亚等地的抽奖与竞赛规则未核验。",[616,979,980],{},"TikTok 等其他平台的推广活动规则未读。",[616,982,983],{},"奖品税务与中奖者身份核验未覆盖。",[616,985,986],{},"缺经真实活动验证的名单质量复盘样例。",{"title":988,"searchDepth":989,"depth":989,"links":990},"",2,[991,992,993,994,995,996,997,998,999,1000,1001],{"id":524,"depth":989,"text":524},{"id":603,"depth":989,"text":603},{"id":666,"depth":989,"text":666},{"id":688,"depth":989,"text":688},{"id":711,"depth":989,"text":711},{"id":748,"depth":989,"text":748},{"id":806,"depth":989,"text":806},{"id":835,"depth":989,"text":835},{"id":926,"depth":989,"text":926},{"id":941,"depth":989,"text":941},{"id":972,"depth":989,"text":972},"dtc",[],"current","区分抽奖（sweepstakes）、有奖竞赛（contest）与赠品活动在获奖方式与是否要求购买上的差异，转述 Facebook 与 Instagram 的推广活动规则、FTC 对参与帖披露的解释与欧盟 UCPD 的奖品条款，并说明怎样控制线索名单质量与营销同意。",[1007],"acquisition-marketing","partial","md",[],[],true,[],{},[],[],[1018,1019],"eu","us",[38,89,126,107,112,213,214,390,438,66,170],[1022,1023,1024],"owner","operations","content",{"title":502,"description":1005},[1027,1028,1029,1030,1031,1032],"https:\u002F\u002Fwww.facebook.com\u002Fpolicies_center\u002Fpages_groups_events","https:\u002F\u002Fhelp.instagram.com\u002F179379842258600","https:\u002F\u002Fwww.ecfr.gov\u002Fcurrent\u002Ftitle-16\u002Fchapter-I\u002Fsubchapter-B\u002Fpart-255","https:\u002F\u002Fwww.ftc.gov\u002Fbusiness-guidance\u002Fresources\u002Fftcs-endorsement-guides-what-people-are-asking","https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcellar\u002Fbf9a3433-702b-11ea-a07e-01aa75ed71a1","https:\u002F\u002Fpublications.europa.eu\u002Fresource\u002Fcelex\u002F32016R0679",[1034],"discover","published","commerce\u002Fgiveaways-contests",[1038,1039,1040,1041,1042,1043,1044,1045],"抽奖","有奖竞赛","Giveaway","Sweepstakes","Contest","社媒活动","线索获取","营销同意",[],[1048],"shopify","2026-10-10",[],"2026-10-10 在浏览器中读取 Facebook Pages, groups and events 政策页（Promotions 与 Data Collection 两节）与 Instagram Help Center 的 Promotion Guidelines 页；经 eCFR 读取 16 CFR 255.5；读取 FTC 员工问答页 FTC's Endorsement Guides: What People Are Asking 中关于抽奖与竞赛参与帖的问答；经欧盟出版局读取 UCPD 2022-05-28 合并文本 Annex I 第 19、31 项与 GDPR 第 7 条。「奖品、机会、对价」三要素与「无需购买」做法是美国常见的分析框架与行业做法，本文未核验任何州的法律；抽奖与竞赛在各州及其他国家的登记、担保、税务要求均未核验。名单质量部分是本库整理的通用做法，未经真实业务验证。合规部分只转述官方文本，不构成法律意见，需要法务或合规确认。","GXCSUen27Nb6PtPYGSAQK_i0HcMUza49AqwfmzK_XXo",{"topic":1054,"paths":1056},{"title":1055,"path":20},"获客与营销",[1057],{"id":1058,"path":455,"title":1059,"steps":1060},"zh_paths\u002Fcommerce\u002Fpaths\u002Fcampaign-planning.md","营销活动策划：从选形式到复盘",[1061,1064,1067,1071,1074,1077,1080,1083,1086,1089,1092,1095,1098,1101,1104,1107,1110,1113,1116,1119,1122,1125,1128,1131,1134,1137,1140,1143,1146,1149,1152,1155],{"path":38,"required":1012,"objective":1062,"check":1063},"按主目标选活动形式并写齐七个要素","能为一次计划中的活动写出唯一的主目标、主指标及对比基线，从对照表选出形式并写明它的主要代价，再把目标、对象、机制、节奏、渠道、预算、复盘指标各写成一行。",{"path":74,"required":1012,"objective":1065,"check":1066},"区分标价、划线价、折扣码与自动折扣","能说明折扣在系统里是规则、在监管眼里是价格呈现，并分别写出美国联邦与欧盟对参考价的要求和各自适用地区。",{"path":83,"required":1068,"objective":1069,"check":1070},false,"选读：满减、阶梯折扣、满额免邮与满额赠","能用订单金额分位数定一个门槛，算出满 T 减 D 的最大让利率 D ÷ 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