The fairness of sweepstakes and contests is primarily regulated by federal and state laws, with oversight from entities such as the Federal Trade Commission (FTC) and state attorneys general. These entities regulate the fairness of sweepstakes and contests to ensure transparency, prevent deceptive practices, and protect consumers. Additionally, some states have specific regulations governing the operation of these promotions, requiring clear rules and disclosures. Overall, the entities that regulate the fairness of sweepstakes and contests play a crucial role in maintaining ethical standards in promotional activities.