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APEX, N.C. – The Better Business Bureau has raised some questions about CarolinaChristmasCash.com, an online essay contest promising a $50,000 prize. The Apex man who runs the contest says it's a legitimate and legal endeavor.

“If we get any sort of good publicity, that's kind of what we're after,” Robert Brown, of Advango Marketing, said. “I never specified a certain dollar amount I was going to give to charity or anything like that.”

The Web site said a portion of the prize would go to a children's charity. That vague description raised questions for consumers who contacted the BBB.

The contest started Oct. 23. Originally, Brown was accepting 5,000 essays for a $100 entry fee for the chance at the $50,000 prize. He says his business isn't a nonprofit and he's followed all the proper steps for a legitimate contest.

“It's an essay contest,” he said. “It's based on skill, it's not on chance. It's not a raffle, it's not a lottery, it's totally legal.”

The BBB says they question CarolinaChirstmasCash.com because of the inconsistencies in the contest's rules and regulations.

"How much? What charity? The story just keeps changing and changing and changing, so it's very difficult for the Better Business Bureau to provide factual information to consumers when the facts keep changing," Beverly Baskin, of the BBB, said.

“It seems like this is a not really well thought out plan,” Baskin said. “For the judging, they say they want to judge it by Advango themselves. Then they say they wanted pastors to do it. It's just filled with inconsistencies.”

Amid questions about the contest, Brown changed the rules on the site Wednesday. Now, the maximum number of entries is 2,000.

The $50,000 prize remains, but now Brown says 10 percent of what's left after the prize is awarded will go to charity. Brown now says he will judge the essays himself and entrants will vote on which charity they think the money should go to.

Brown stands by his contest and insists he isn't running a scam.

“I'm not going to quit,” he said. “This actually strengthens my resolve. I really want to do this. I want to do something great for Christmas.”

Brown says he'll award the grand prize on Christmas Eve. He said he had received no entries so far.

Many charitable organizations have to have a license through the Secretary of State's office to solicit funds. Brown says he contacted the Division of Charitable Solicitation Licensure and they told him he did not need to be registered with them.

The Secretary of State's Office says there is no record of Brown or his contest.