There is absolutely no doubt that ideogram promises a chance to win the car in exchange for the registration.
I might have just dreamt all that up though because I can't find anything online.
Interestingly, the family that started Toyota is named "Toyoda" (with a d, or rather a だ).
I just have to enter the car? Hold my beer!
While a naive person may make that inference, a rational person may understand that 'ideogram' does not constitute an assertion that the picture depicts the prize to be won.
I sure don't mean to defend such predatory scammers, but I'm pretty sure they are legally safe on that part.
I had a friend last year who got very excited when she "won a car" and I had to talk her down when she said all she had to do was make an inconveniently long drive to a shopping mall to claim it / have her prize "verified."
Yes, in hindsight, it may seem that only "naive" people could believe this, and that "rational" people see through it. But this strategy probably represents something like the endpoint of a search strategy that found a successful meme, precisely because it mimics authentic, regulated contests.
The law isn't based on a "rational" person, but a "reasonable" one, that is the judgement of an ordinary person with typical life experiences. That's why you're tried by a jury of your peers, not of logicians, lawyers or ethicists.
I'm sorry to see you were downvoted for presenting the other side even if you don't support these schemes.
But I have to ask, what constitutes "an assertion" after all? Written text is just one form of fixing and transmitting ideas; alphabets usually originate in actual ideograms with original meanings that were long lost and were reduced to a sound or syllable.
Transmitting an idea with a text-image combo is just as valid for a contract as any other medium as long as the meaning is clear and unambiguous. And there is no debate here that it's exactly the intention of the organizers to transmit the idea "you can win a car" - and in fact that's what most people understand, with a tiny exception of an educated and naturally suspicious minority. The only debate is if it's legal for the organizers to claim an ideogram that literally reads "Enter to win A CAR" does not imply the car is a prize.
I don't know how a judge would rule, but from a political preference - philosophical point of view I would strongly incline to deny them that right; we get a much nicer society with less scammers, without losing anything of substance.