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a good start would be to give a stern "encouragement" to the contest sponsor to police the thread for surfers and post guauging.
If you run the contest, you would have the responsibilty to disqualify people in the thread.
Combine that with a fee to run the contest. If he drops in and finds people breaking the rules, he should pull the contest and not return the fee.
Other than that, you could make the contest only for only your affiliates and make them verify that they are promoting your site on a page with matching whois info.
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