The UK prize draw sector is introducing a common set of voluntary standards. The Prize draw code is supported by the newly formed Prize Competition Council (PCC), which will encourage operators to adopt the framework. The initiative focuses on improving transparency, player protection and industry accountability.

• The Department for Culture, Media and Sport (DCMS) introduced the Voluntary Code of Good Practice for Prize Draw Operators as an industry-led framework rather than new legislation. It sets out standards covering responsible marketing, customer protection, complaints handling and clear information for players. The government will review how well the Prize draw code works before deciding whether further regulation is needed.
• The newly established Prize Competition Council will help promote and support the code across the industry. Its role includes working with operators, regulators and other stakeholders to encourage good practice and wider adoption. Membership is voluntary, but the council aims to improve consistency across the sector.
• The code expects operators to provide clear terms and conditions, accessible free entry routes and fair prize allocation processes. It also recommends age verification, spending controls and support for customers showing signs of gambling-related harm. These measures are intended to strengthen trust in Prize draw code standards.
• DCMS said: “The success of this Code will determine whether the Government decides to take further action, including legislation.” Operators that signed the code committed to implementing it by 20 May 2026, while new signatories are expected to comply immediately.

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