“Win a holiday to the Caribbean! Only if you buy a packet of 10 chocolate bars today!” or “Sign a broadband contract today and win concert tickets to see your favourite singer” – companies have been playing with fire by using advertising slogans such as these ones. Although tying a competition to the purchase of a certain product is nothing new, in the past companies have always had to offer an alternative means of taking part in the competition (e.g. by sending in a postcard).