President Clinton signed into law legislation that requires additional disclosure on sweepstakes direct mail and also gives the U.S. Postal Service additional authority to halt deceptive mailing. The legislation, which eventually won the approval of marketer groups, would require marketers to say "No purchase is needed to enter'' and "A purchase doesn't increase your chance of entry'' once in the rules, again in the letter and again in the order form. The law will takes effect in mid-April.
Copyright December 1999, Crain Communications Inc.