Opinion: Marketers underestimate the potential for disaster in online contests and games. Few companies realize that online crimes are subject to jurisdiction in multiple states. Also, it's almost impossible to devise a promotion that would comply with all international laws. Yet many marketers devote fewer resources to online rules than traditional contests.
Forecast: The Internet will never replace traditional promotion channels. Increasingly, it's being used not for direct selling but for two-way information.
Watch for: Tighter regulations, complicating agencies' jobs.
Fact: The appetite for consumer promotions is higher than ever. New media is creating tremendous opportunities for promotions, used creatively and effectively.
Insight: Sixty-eight percent of Internet advertisers are doing online sweepstakes and contests. It's no secret that contests are driving more online activity.
Peeve: Any state legislation that fails to distinguish between the legitimate