Promoters, for many reasons, often want to extend the duration of a promotion, whether it is a prize or a price promotion. The promotion may be very successful. Conversely, if it is a prize draw, there might not have been many entries and the promoter may wish to change the closing date to attract more entries. Another reason may be that, for on-pack promotions, the packs have entered retailers’ shops later than planned or there may have been technical problems with a website. There are two main sources of rules to consider when deciding whether to extend a promotion. These are the: • UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), and • unfair commercial practices provisions contained in Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024) CAP Code The end date of a promotion is considered material information and must be presented in a clear, intelligible, and unambiguous manner to avoid