The Marketing Law blog has an interesting article on the potential legal risks of social gaming, asking whether some social games should be regulated under the UK’s Gambling Act. Whilst this might initially seem to be of peripheral interest to marketers, as social media and other online campaigns become more sophisticated, then it’s likely that promotional campaigns will include "playing a game of chance for a prize".
The article has some great suggestions on how to avoid falling foul of the law, and is great reading for anyone considering using online games in their marketing mix.