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DTC 品牌在自己的 Instagram 或 Facebook 账号上办一次抽奖，主要目标是获得新订阅者或新关注。完成标准是：正式规则在活动开始前公开；参与方式符合所用平台的推广活动规则；需要发帖参与时，参赛帖有清楚的披露；营销同意与参与资格分开取得并可证明；按公布的方式抽出并兑现奖品；复盘写明这批名单在活动后的表现。为什么这样做、各类风险的来源，见",[516,517,519],"a",{"href":518},"\u002Fzh\u002Fcommerce\u002Fgiveaways-contests","抽奖、有奖竞赛与赠品活动","。",[522,523,524],"h2",{"id":524},"前置条件",[526,527,528,540,547,550],"ul",{},[529,530,531,532,534,535,539],"li",{},"已读过",[516,533,519],{"href":518},"与",[516,536,538],{"href":537},"\u002Fzh\u002Fcommerce\u002Fcampaign-formats","营销活动形式","，确认这次的主目标适合用抽奖。",[529,541,531,542,546],{},[516,543,545],{"href":544},"\u002Fzh\u002Fcontent-types\u002Femail-signup","邮件订阅邀请","，知道订阅同意要怎样写。",[529,548,549],{},"有品牌社媒账号的管理权限、Shopify 后台的客户与营销权限。",[529,551,552],{},"已确定由谁做法务或合规确认：本任务涉及的州法、登记与税务未核验。",[522,554,555],{"id":555},"步骤",[557,558,560],"h3",{"id":559},"_1-定目标与奖品","1. 定目标与奖品",[512,562,563],{},"写下一个主目标与主指标（如活动结束后 30 天内新增订阅者的首单率），以及奖品、数量、价值与预算上限。",[526,565,566,569],{},[529,567,568],{},"奖品优先选自家商品或与品类相关的体验；通用电子产品或现金类奖品吸引的多是专门参加抽奖的人。",[529,570,571],{},"怎样确认做对：目标、指标、对比基线与奖品总价值有书面记录。",[557,573,575],{"id":574},"_2-选形式与参与方式","2. 选形式与参与方式",[512,577,578],{},"决定是随机抽取（抽奖）还是按评审标准选出（竞赛），以及参与动作：关注、留言、填表订阅或发帖投稿。",[526,580,581,584,587],{},[529,582,583],{},"参与动作只保留与目标有关的一项或两项。",[529,585,586],{},"在美国是否需要提供免费参与方式、是否构成须登记的活动，需要合规确认。",[529,588,589],{},"怎样确认做对：参与动作与主指标一一对应，没有为凑热度而加的动作。",[557,591,593],{"id":592},"_3-核对平台规则","3. 核对平台规则",[512,595,596],{},"按活动所在平台的现行页面逐条核对（以下核验于 2026-10-10）：",[526,598,599,609,615,618],{},[529,600,601,605,606,520],{},[602,603,604],"strong",{},"Facebook","：活动须符合法律与监管要求（如提供正式规则、披露条款与资格、向有关部门登记）；参与者须完全免除 Meta 的责任并确认活动与 Meta 无关；",[602,607,608],{},"不得要求或激励参与者分享、转发、标记他人或以其他方式宣传活动",[529,610,611,614],{},[602,612,613],{},"Instagram","：商家对合法运营负责，包括正式规则、条款与资格（如年龄与居住地限制）及活动与奖品的合规；不得鼓励不准确的标记；须包含参与者对 Instagram 的完全免责与无关声明。",[529,616,617],{},"「标记好友参加」在 Facebook 上不可用；在 Instagram 上，本次读到的页面只禁止不准确的标记，上线前再读一次当前页面。",[529,619,620],{},"怎样确认做对：参与说明中没有平台禁止的动作，免责与无关声明已写入规则。",[557,622,624],{"id":623},"_4-写正式规则","4. 写正式规则",[512,626,627],{},"规则至少写明：主办方与联系方式；参与资格（年龄、居住地、员工及家属是否排除）；起止时间与时区；参与方式与次数上限；奖品内容、数量与价值、能否兑换现金、配送范围；抽取或评审方式、时间与公布方式；中奖通知、领奖期限与逾期处理；个人数据的用途；平台免责与无关声明；投稿类活动的内容使用授权。",[526,629,630,633],{},[529,631,632],{},"在欧盟要确保所宣传的奖品如数颁发：UCPD Annex I 第 19 项把不颁发所描述的奖品或合理等价物列为在任何情况下都不公平的做法；第 31 项禁止制造已中奖的错误印象或要求付费领奖。",[529,634,635],{},"怎样确认做对：规则页有固定链接，活动帖与简介能链到它；法务或合规已审阅。",[557,637,639],{"id":638},"_5-设计参赛帖的披露","5. 设计参赛帖的披露",[512,641,642],{},"只要求关注、点赞或填表时可跳过本步。要求参与者公开发帖时：",[526,644,645,648,651,654,661],{},[529,646,647],{},"16 CFR 255.5(a) 把可能赢得奖品列为实质性关联；FTC 员工问答把参赛帖视为受激励的背书。",[529,649,650],{},"指定一个包含「contest」或「sweepstakes」的品牌话题标签（如「#品牌名_Sweepstakes」），并要求放在帖子开头；不要用「sweeps」或与活动无关的品牌口号标签。",[529,652,653],{},"在规则与活动帖中写明这一要求；对不符合的参赛帖，按规则提醒或判为无效。",[529,655,656,657,520],{},"详见",[516,658,660],{"href":659},"\u002Fzh\u002Fregulations\u002Fus-endorsement-guides","美国背书与证言指南",[529,662,663],{},"怎样确认做对：活动帖与规则中都写明了披露标签与位置；抽查若干参赛帖确认已披露。",[557,665,667],{"id":666},"_6-收集信息与营销同意","6. 收集信息与营销同意",[526,669,670,673,676,687],{},[529,671,672],{},"参与所需的信息与营销订阅分开：订阅用单独、未预先勾选的选项，并写明会收到什么。GDPR 第 7 条要求同意可证明、与其他事项清楚区分、撤回与给予一样容易；「订阅才能参加」是否符合第 7(4) 条，需要合规确认。",[529,674,675],{},"在 Facebook 内收集信息时，按其 Data Collection 政策先告知、取得明确同意，并说明是商家而非 Meta 在收集。",[529,677,678,679,534,683,520],{},"在 Shopify 中给这批客户打上来源标签，或按条件建立单独分群；营销触达只针对订阅状态为已订阅的客户。机制见",[516,680,682],{"href":681},"\u002Fzh\u002Fshopify\u002Fshopify-customer-segments","客户分群",[516,684,686],{"href":685},"\u002Fzh\u002Fshopify\u002Fshopify-customer-privacy","隐私与同意",[529,688,689],{},"怎样确认做对：用测试账号走一遍参与流程，确认不勾选订阅也能参加，勾选后 Shopify 中的订阅状态与来源标签正确。",[557,691,693],{"id":692},"_7-宣传与链接","7. 宣传与链接",[526,695,696,704,707],{},[529,697,698,699,703],{},"指向活动页或规则页的链接统一加 ",[516,700,702],{"href":701},"\u002Fzh\u002Fterms\u002Furchin-tracking-module","UTM"," 标记，按渠道区分。",[529,705,706],{},"活动帖首屏写明：怎样参加、截止时间与时区、规则链接、与平台无关的声明。",[529,708,709],{},"怎样确认做对：每个宣传位置的条件与规则页一致。",[557,711,713],{"id":712},"_8-抽取公布与兑奖","8. 抽取、公布与兑奖",[526,715,716,719,722,725],{},[529,717,718],{},"截止后先剔除不合格参与（资格不符、重复参与、未按要求披露的参赛帖等，以规则为准），再按公布的方式抽取或评审，保留过程记录（参与名单快照、抽取方法、时间与见证人）。",[529,720,721],{},"按规则通知中奖者；逾期未领的按规则顺延或重抽。",[529,723,724],{},"奖品按规则发货，记录物流单号。",[529,726,727],{},"怎样确认做对：抽取记录、通知记录与发货记录齐全，可以回答任何参与者的质询。",[557,729,731],{"id":730},"_9-复盘","9. 复盘",[526,733,734,737,740],{},[529,735,736],{},"主指标按第 1 步的口径计算；同时看这批名单在活动后 30 天与 90 天的退订率、打开率、首单率与复购，与自然订阅者比较。",[529,738,739],{},"奖品成本、运费与人工计入活动成本。",[529,741,742],{},"怎样确认做对：复盘写明窗口、名单来源标签与对比组。",[522,744,745],{"id":745},"完成检查",[526,747,750,760,766,772,778,784,790],{"className":748},[749],"contains-task-list",[529,751,754,759],{"className":752},[753],"task-list-item",[755,756],"input",{"disabled":757,"type":758},true,"checkbox"," 主目标、主指标与奖品预算已书面记录",[529,761,763,765],{"className":762},[753],[755,764],{"disabled":757,"type":758}," 参与动作符合所用平台的推广活动规则",[529,767,769,771],{"className":768},[753],[755,770],{"disabled":757,"type":758}," 正式规则已公开，含平台免责与无关声明，并经合规审阅",[529,773,775,777],{"className":774},[753],[755,776],{"disabled":757,"type":758}," 发帖参与时，披露标签与位置已写入规则并抽查",[529,779,781,783],{"className":780},[753],[755,782],{"disabled":757,"type":758}," 营销同意与参与资格分开取得，Shopify 中的来源与订阅状态正确",[529,785,787,789],{"className":786},[753],[755,788],{"disabled":757,"type":758}," 抽取、通知与兑奖记录齐全",[529,791,793,795],{"className":792},[753],[755,794],{"disabled":757,"type":758}," 复盘写明名单在活动后的表现与对比组",[522,797,798],{"id":798},"常见问题",[512,800,801],{},"**能不能要求「关注 + 点赞 + 标记三位好友」？**在 Facebook 上，政策写明不得要求或激励参与者分享、转发、标记他人来宣传活动。在 Instagram 上，本次读到的 Promotion Guidelines 只禁止不准确的标记，没有同样措辞；平台规则会更新，上线前再核对当前页面。",[512,803,804],{},"**只要求留言，不要求发帖，还要披露吗？**FTC 员工问答讨论的是为参赛而发的帖子。留言在多大程度上构成背书，问答页没有单独说明，需要合规确认；保守做法是在规则中说明参与方式，并提示公开分享时带上活动标签。",[512,806,807],{},"**中奖名单要公开吗？**取决于各地规则与你在正式规则里的承诺，本文未核验。至少要按规则写明的方式通知并保留记录。",[522,809,810],{"id":810},"页面落点",[512,812,813,814,818,819,520],{},"第 4 步要求的固定规则链接与第 7 步宣传链接指向的活动页，由",[516,815,817],{"href":816},"\u002Fzh\u002Fshopify\u002Fpage\u002Fgiveaway","抽奖活动与正式规则页","承载；活动页与规则页怎样分工、活动结束后的公示与撤下，见该配方。第 6 步的订阅选项放在活动页时，写法见",[516,820,822],{"href":821},"\u002Fzh\u002Fmodules\u002Fsignup-capture","订阅获取模块",[522,824,825],{"id":825},"待继续完善",[526,827,828,831,834,837],{},[529,829,830],{},"未在真实账号或店铺中执行本流程，缺复盘样例。",[529,832,833],{},"美国各州、英国、加拿大等地的抽奖登记、担保与公示要求未核验。",[529,835,836],{},"TikTok 等其他平台的推广活动规则未读。",[529,838,839],{},"奖品税务与中奖者身份核验未覆盖。",{"title":841,"searchDepth":842,"depth":842,"links":843},"",2,[844,845,857,858,859,860],{"id":524,"depth":842,"text":524},{"id":555,"depth":842,"text":555,"children":846},[847,849,850,851,852,853,854,855,856],{"id":559,"depth":848,"text":560},3,{"id":574,"depth":848,"text":575},{"id":592,"depth":848,"text":593},{"id":623,"depth":848,"text":624},{"id":638,"depth":848,"text":639},{"id":666,"depth":848,"text":667},{"id":692,"depth":848,"text":693},{"id":712,"depth":848,"text":713},{"id":730,"depth":848,"text":731},{"id":745,"depth":842,"text":745},{"id":798,"depth":842,"text":798},{"id":810,"depth":842,"text":810},{"id":825,"depth":842,"text":825},"dtc",[170],"current","任务：在 Instagram 或 Facebook 上为 DTC 品牌办一次抽奖，从目标与奖品出发写正式规则，按平台推广活动规则设计参与方式，要求参赛帖按 FTC 解释披露，单独取得营销同意，用 Shopify 记录名单来源，按规则抽取并兑奖，活动后按名单质量复盘。",[866],"acquisition-marketing","partial","md",[],[],[],{},[57,38,89],[],[876,877],"us","eu",[214,213,235,126,107,438,390],[880,881,882],"owner","operations","content",{"title":502,"description":864},[885,886,887,888,889,890],"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",[892],"discover","published","tasks\u002Frun-a-giveaway",[896,897,898,613,604,899,900,901],"抽奖","Giveaway","社媒活动","正式规则","营销同意","拉新",[],[],"2026-10-10",[906],"shopify","2026-10-10 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