Those countless "like, tag three friends and share to win" giveaway events on social media are finally getting rules. The new Games of Chance Act, which takes effect on 14 July, introduces a regulated framework for so-called giveaway campaigns for the first time in Macedonia - a permit, a fee and clearly defined conditions.

The rules are concrete. Anyone wanting to run a giveaway must submit a request to the Finance Ministry at least 30 days before the start, with the game's rules attached, proof of the prizes' origin, registration and payment of an administrative fee of 100 euros. Once approved, the organiser also pays 18 percent of the total value of the prize fund, and that within three days - otherwise the permit is revoked.

Transparency is the other side of the story. The rules of the game must be published publicly before it begins, winners announced within three days of the draw, and prizes handed out no later than 60 days. In other words, the end of the era when someone launches a "giveaway," gathers tens of thousands of followers, and then the prize mysteriously ends up with "the organiser's friend."

Whether this is sensible regulation or just another layer of bureaucracy that will burden small businesses - depends on which side you're looking from. For the consumer who has entered a dozen "rigged" giveaways, the rules are welcome. For the small firm that simply wanted to give away a few products for publicity, 100 euros plus 18 percent and a month of waiting can sound like a penalty for good will. As usual, the devil will be in the enforcement.