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The lottery is a promotional technique that is mainly used in direct marketing. This is a game where the winners are chosen by lottery, i.e. by drawing lots or following the intervention of a random element. It is thus to be differentiated from the contests which designate the winners following a test.

Regulated practice, the lottery must in no case force the prospect to buy. It should also not involve any financial contribution from the participant. The latter must be able to be reimbursed if the lottery incurs costs such as telephone, Internet connection, postage…

Brands and companies usually organize lotteries for the creation and qualification of files.