The UK prize draw industry has grown rapidly over the last few years, particularly online. With that growth has come increased scrutiny around fairness, transparency, and player protection. In response, the Department for Culture, Media & Sport (DCMS) published the Voluntary Code of Good Practice for Prize Draw Operators on 21 November 2025.
While the code is voluntary, it sets out clear expectations for how prize draw operators in Great Britain should run their competitions responsibly, especially where both paid and free entry routes are offered. For any operator looking to build trust, avoid disputes, and operate professionally, understanding this code is essential.
This article explains what the code is, who it applies to, and what it means in practice for online prize draw websites.
What is the Voluntary Code of Good Practice?
The Voluntary Code of Good Practice for Prize Draw Operators is a set of standards created by DCMS to strengthen player protections within prize draws and free draws in Great Britain.
The code focuses on competitions where participants can choose between:
- A paid entry route, and
- A free entry route
Its purpose is to ensure that individuals who take part in prize draws do so more safely, with clear information, fair processes, and appropriate safeguards in place.
It is important to note that the code does not replace existing laws or regulations. Consumer protection law, advertising standards, data protection rules, and other relevant legislation still apply. The code sits alongside those obligations and raises the expected standard of conduct for operators.
Who does the code apply to?
The code is aimed at prize draw operators in Great Britain, particularly those running competitions that include both paid and free entry routes.
This includes:
- Online prize draw and competition websites
- Operators offering instant win style prize draws
- Promotions run through websites or digital platforms where entry involves payment or a free alternative
Although the code is voluntary, organisations that sign up to it commit to implementing its terms in full.
Signatories have agreed to ensure full compliance no later than 20 May 2026.
Where an operator is not complying with the code, and there is no relevant trade body to address the issue, concerns can be referred directly to DCMS for determination.
Core principles of the code
At its heart, the voluntary code is built around a small number of key principles designed to protect players and ensure competitions are run fairly.
These principles include:
Player protection
Operators are expected to put measures in place to reduce the risk of harm and encourage responsible participation.
Transparency and fairness
Competitions should be easy to understand, with clear rules, clear entry routes, and no misleading information.
Accountability
Operators should have fair and transparent complaints procedures and systems to handle issues appropriately.
Proportionate safeguards
Controls such as spending limits and account suspension options are designed to prevent excessive or harmful participation without being overly restrictive.
What the code means in practice for online prize draw websites
For online operators, the code goes beyond theory and sets clear expectations for how platforms should function.
Age restrictions and verification
All competitions should be limited to players aged 18 and over. Operators are expected to carry out age verification checks rather than relying solely on self-declaration.
Complaints procedures
Websites should provide a clear and transparent complaints process that players can easily access. This includes explaining how complaints are handled and expected response times.
Payment controls
The code introduces specific controls around spending:
- A £250 per month limit for credit card payments
- No credit card payments for instant win prize draws
These limits are intended to reduce the risk of financial harm and excessive spend.
Player-set spending limits
Operators should allow, or require, players to set suitable and proportionate monthly spend limits. These limits help players manage their participation and spending over time.
Account suspension options
Players must have the option to suspend their account for a minimum period of six months. This provides a meaningful cooling-off mechanism rather than short-term pauses.
Monitoring player activity and harm prevention
A key part of the code focuses on proactive harm prevention.
Operators are expected to have systems and processes in place to:
- Monitor player activity
- Identify patterns that may indicate harm or potential harm
- Take reasonable intervention measures where necessary
These interventions might include prompts, restrictions, or guidance that encourage responsible participation, rather than simply allowing unchecked activity.
Free entry routes and transparency
The free entry route is a critical area of focus within the code.
Operators must provide clear and transparent information about:
- How competitions operate
- How the free entry route works
- Any differences between paid and free entry, where relevant
Free entry should be genuine, accessible, and not hidden or obscured. Poorly explained or difficult free entry routes are one of the most common compliance failures seen across competition websites.
Instant win prize draws
Instant win competitions are specifically addressed in the code.
While instant wins are permitted, operators must ensure that:
- Instant win prize draws do not make up the majority of the total number of competitions offered at any given time
- Additional safeguards are applied, including restrictions on credit card usage
This reflects the higher risk profile associated with instant win mechanics compared to standard prize draws.
Why following the code matters, even though it is voluntary
Although the code is not legally binding, it represents the expected standard for responsible prize draw operators.
Following the code helps operators:
- Build trust with participants
- Reduce complaints and disputes
- Demonstrate responsible conduct to regulators, platforms, and payment providers
- Future-proof their business against tighter regulation
In practice, many of the code’s requirements align with what professional, well-run competition platforms already implement as standard.
You can see the full details of the Voluntary Code of Good Practice for Prize Draw Operators here:
https://www.gov.uk/government/publications/voluntary-code-of-good-practice-for-prize-draw-operators/voluntary-code-of-good-practice-for-prize-draw-operators
Final thoughts
The Voluntary Code of Good Practice for Prize Draw Operators makes one thing clear: voluntary does not mean optional if you want to operate credibly and sustainably.
For prize draw operators in Great Britain, the code sets a clear benchmark for fairness, transparency, and player protection. Those who take it seriously are far better positioned to grow responsibly, maintain trust, and avoid the common pitfalls that damage both reputation and long-term viability.
As the industry continues to mature, the standards set out in this code are likely to become the baseline that customers, partners, and regulators expect.
