UK’s DCMS publishes voluntary code of conduct for prize draws

Prize draw operators that want to sign up to the code must ensure it is implemented by 20 May 2026.

The Department for Culture, Media and Sport (DCMS) has published its ‘Voluntary Code of Good Practice for Prize Draw Operators’, setting out guidance for operators of paid and free prize competitions in the UK.

The new voluntary code is not legislation and will not be legally binding for prize draws and competitions (PDCs) operators. It will also not replace existing regulations on issues such as consumer law, advertising and data protection.

In June, the government pledged to publish the code before the end of the current year. This was despite calls from some industry stakeholders, including the UK’s Lotteries Council, for the sector to be regulated. PDCs do not require a licence under the Gambling Act 2005, due to a free entry route option being offered.

There was some speculation that the Gambling Commission could oversee implementation of the code. However, the DCMS confirmed that it will assume responsibility for the code, including carrying out periodical reviews of its effectiveness.

PDC operators that want to sign up must implement the code within six months of it being published. The code was officially released on 20 November, meaning operators have until 20 May next year to adhere to guidance.

“All operator signatories agree to act in good faith in relation to the measures set out,” it said. “Other relevant signatories who are not operators but connected to the sector, such as web developers, agree to promote compliance with this code to the best of their abilities.”

Player protections a key part of voluntary code

Going into detail as to what the code sets out, a primary focus of the guidance is protection for players. It includes points for operators to follow to ensure they are effectively protecting people from potential harm.

These include only allowing users aged 18 and over to participate in PDCs. Operators should also monitor players’ behaviour for signs of harm and properly signpost users to approved help when harm is identified.

Players should have the option to set monthly spend limits – as low as £0 – while operators can also enforce their own spending limits on users. Credit card spending is permitted in some cases but up to a maximum of £250 per player each month. However, credit cards should not be allowed for instant win games.

Also specific to instant win draws, paid and free entry routes must be equivalent in terms of chance of winning. Operators should display clear information about how free entries work and ensure these draws not make up the majority of their total draws.

Users should be allowed to suspend their account for minimum of six months, a period in which they should not be sent any marketing messages. In addition, there must be a clear complaints process and dispute resolution for players to follows.

Additional market guidance comes with operators to comply with existing advertising codes, including both CAP and BCAP. PDC operators must also ensure their marketing is socially responsible and not target players under 18.

Transparency over prize draws

The code also emphasises the need for transparency with all prize draw and competitions in the UK. This includes operators setting out how each draw works and, where possible, the chance of winning.

Operators were also advised to ensure the prize allocation is fair and independently verified. There is, however, an exception for when a computer or random audited mechanism is used in the draw.

Focusing on the free entry route, operators should ensure this is clearly shown before players opt for a paid entry. The free route method must be no more costly or less convenient than paid entry and allow enough time for people to use it.

As for prize delivery, operators should commit to giving the prize advertised or a fair cash alternative. They must not reduce the prize value or cancel or modify draws due to low ticket sales.

In addition, if a donation is made to charity as part of the draw, operators should detail the amount, frequency and how that is calculated.

Operators should take accountability

The final part of the code refers to accountability. This include operators monitoring and reviewing compliance with the code and acting to fix issues, as well as ensuring that any third-party partners also abide by the code.

Operators will be encouraged to share best practices across the sector, including player protection and transparency. In addition, operators should publish on their websites the measures they have in place around these areas.

Finally, operators will be urged to work with the DCMS going forward after implementing the code. This, the DCMS said, will help amend, develop and evolve the code as time goes on.

Early support for the voluntary code

Despite having only just been published, the code has secured signatories from across the market. Among those to have backed the code are Omaze, Daymade, BOTB and Dream Car Giveaways, which was recently acquired by Jumbo Interactive.

Also signing on as a signatory was Elite Competitions, which has been running prize draws since 2016. Elite CEO Alex Beckett described it as a “major milestone” and said it will bring “complete confidence” to players.

“For the first time, prize draw operators have come together to set clear, consistent standards that protect players and build trust,” Beckett said. “By working closely and collaboratively with the DCMS, we have put transparency, fairness and integrity at the centre of how this sector moves forward.

“Players deserve complete confidence in how our draws are run, prizes are fulfilled and what safeguards exist to protect them. This new code gives them exactly that. Its clear rules mean players can check that the companies they play with are trustworthy.

“The code ensures they can take part in online prize draw competitions knowing that operators are being held to the same stringent standards.”

Lotteries Council repeats call for regulation

However, the Lotteries Council was not as welcoming of the code in its response. Chair George Collins repeated calls for the PDC sector be regulated and urged the government to reconsider its stance.

“Free prize draws continue to operate with no meaningful oversight, while society lotteries face strict limits, including a maximum prize of £500,000,” he said. “At the same time, commercial prize draws are still permitted to offer multi-million pound jackpots that were intended to be reserved for the National Lottery.

“This ongoing disparity undermines fair competition and threatens the revenue that charity lotteries and the National Lottery provide to good causes. We urge the government to monitor compliance with the code closely and to take further action to ensure a fair and consistent regulatory framework.”