eGaming Integrity launches advisory service for prize draw operators

In response to heightened regulatory focus on the online prize draw and competition sector in the United Kingdom, eGaming Integrity, a leading compliance and internal audit advisory firm, has introduced a specialised Voluntary Code Advisory Service. This initiative is designed to assist operators in navigating the evolving expectations set by the Department for Culture, Media and Sport (DCMS) in its Voluntary Code of Good Practice for prize draw and competition operators.

The launch reflects both the rapid expansion of the online prize draw market and increasing demands for clearer standards in consumer protections, operational transparency and accountability. Operators are now facing a deadline to demonstrate compliance by 20 May 2026, prompting many to seek structured guidance to meet regulatory expectations.

Growth of the prize draw sector and rising scrutiny

Online prize draws and competitions have experienced significant growth in recent years. The UK prize draw market is now estimated to be worth around £1.3 billion annually, with more than seven million adult participants engaging in these activities.

Prize draws of this type typically involve both paid entry options and a free entry route and they are not categorised as gambling under the Gambling Act 2005 due to this free participation pathway. This exemption has historically meant that these operators have not been overseen by the Gambling Commission in the same way as traditional gambling products.

Despite the lack of formal licensing requirements, the combination of consumer engagement, financial scale and proximity to gambling behaviours has attracted increasing attention from policymakers. The Government has concluded that enhanced standards and clearer expectations are necessary to safeguard consumers and preempt the need for stricter regulation.

The new voluntary code and its context

In November 2025, DCMS published the Voluntary Code of Good Practice for prize draw and competition operators. The code establishes a set of best practice standards designed to strengthen consumer protection, improve transparency of operations and reinforce operator accountability.

Although the code is not legally binding, signatories must implement the standards fully by 20 May 2026. Failure to adopt these practices could prompt further regulatory action, including the potential introduction of statutory licensing or more rigorous oversight in the future.

At the core of the code are three principal areas of focus:

Player protections: Operators are expected to adopt measures that reduce harm or risk for participants, including age verification, clear limits on payment mechanisms and safeguards to protect vulnerable individuals.

Transparency: Requirements include publishing clear rules for how draws are conducted, ensuring free entry routes are visible and accessible and providing participants with understandable information regarding odds and prize allocation mechanics.

Accountability: Operators are encouraged to monitor compliance internally, publish details of their consumer protection measures and ensure that third parties involved in marketing or technology adhere to the same standards.

The Government has emphasised that it will continue to monitor the implementation of the code and may delegate oversight to an industry body if necessary. This approach is intended to balance collaborative self-regulation with careful scrutiny of outcomes.

Purpose and structure of the advisory service

Against this regulatory backdrop, eGaming Integrity has launched its Voluntary Code Advisory Service to support prize draw and competition operators. The service is specifically tailored to help operators interpret the detailed requirements of the DCMS code, evaluate current practices and prepare practical, robust evidence of compliance.

The firm’s approach prioritises actionable operational improvements rather than theoretical policy interpretation. The advisory team offers guidance in several key areas:

• Free entry routes. Ensuring operators provide genuinely accessible free entry pathways that meet regulatory expectations.
• Terms and odds transparency. Assisting organisations in presenting terms, conditions and prize odds in a manner that is clear and understandable to participants.
• Responsible marketing. Advising operators on marketing practices that avoid misleading messaging and clearly communicate participant rights and obligations.
• Internal oversight and monitoring. Guiding operators to develop internal monitoring systems for continual compliance checks, including oversight of third-party marketing and technology providers.

The advisory service is led by eGaming Integrity’s audit and risk specialists, who collaborate closely with clients to identify areas for improvement and provide actionable recommendations in line with regulatory expectations.

Commentary from industry professionals

Emma Shilling, director at eGaming Integrity, highlighted the shift in regulatory expectations for prize draw operators. She stated:

“The Voluntary Code changes the conversation for prize draw operators. It is no longer enough to point to a policy and say the right words are there. Operators are being asked to show what happens in practice. Our job is to help businesses work that through properly, spot issues early and evidence what they are doing.”

This reflects a broader trend in the sector toward evidence-based compliance, where internal policies must align with demonstrable and verifiable practices.

Robert Penfold, head of internal audit at eGaming Integrity, added:

“The writing is on the wall. This is voluntary for now, but that could change quickly. Operators who build real oversight systems today won’t be scrambling if this becomes statutory tomorrow.”

These statements underline the increasing importance of proactive compliance planning and robust internal monitoring systems, even in sectors where regulation is currently voluntary.

Implications for the sector

The launch of the advisory service comes at a critical moment for the prize draw and competition sector. With less than five months to meet the compliance deadline, many operators face pressure to review internal processes, identify gaps and implement new controls.

Smaller operators or those lacking in-house compliance expertise may find the advisory service particularly valuable for ensuring alignment with regulatory expectations and avoiding potential missteps. For larger operators, advisory support can streamline internal reviews, strengthen operational transparency and enhance public confidence in practices.

The availability of a structured advisory service also reflects the maturation of the sector. Operators increasingly recognise that voluntary self-regulation, supported by professional guidance, can positively influence how regulators and the public perceive the industry. Strong internal controls and transparent processes may reduce the likelihood of heavier regulatory interventions.

Preparing for future regulatory developments

As the 20 May 2026 deadline approaches, operators must carefully balance commercial objectives, innovation and adherence to evolving standards. The success of the Voluntary Code and services that support it, will depend on widespread adoption and the willingness of operators to demonstrate compliance in practical ways.

If a significant portion of the sector embraces these standards and provides clear evidence of compliance, the incentive for statutory licensing or further regulation may decrease. Conversely, inconsistent or inadequate adherence could prompt formal legislative action or stricter oversight in the future.

In the short term, advisory services like eGaming Integrity’s Voluntary Code Advisory Service provide operators with a structured pathway to align operations with best practice, safeguard participants and enhance transparency.

Looking ahead

The advisory service is immediately available to UK prize draw and competition operators, offering tailored guidance for all aspects of compliance under the Voluntary Code. By establishing robust internal controls and documenting practices effectively, operators can demonstrate a clear commitment to transparency, accountability and responsible operations.

This proactive approach may not only reduce regulatory risk but also bolster consumer trust and industry credibility. The Voluntary Code and related advisory support services mark a significant evolution in the UK online prize draw landscape, signalling a shift toward greater oversight and higher operational standards.

Conclusion

The introduction of eGaming Integrity’s Voluntary Code Advisory Service represents a pivotal development for the UK online prize draw and competition sector. As regulatory scrutiny intensifies and the 20 May 2026 compliance deadline approaches, operators are increasingly required to demonstrate practical adherence to best practice standards rather than relying solely on policy statements. By offering structured guidance on transparency, consumer protection, responsible marketing and internal oversight, the advisory service provides operators with the tools to prepare robust evidence of compliance and reduce potential regulatory risk.

Proactive engagement with the Voluntary Code not only helps operators align with evolving Government expectations but also strengthens public confidence in the integrity and accountability of the sector. Those who embrace these standards now are likely to benefit from enhanced operational controls and risk management, ensuring that their operations remain credible, transparent and resilient even if future statutory regulation is introduced. Ultimately, the combination of voluntary compliance and professional advisory support signals a maturing market, where transparency, responsibility and consumer protection are central to sustainable growth.

FAQs

What is the Voluntary Code of Good Practice for prize draw operators?
It is a set of best practice standards developed by the Department for Culture, Media and Sport to strengthen player protections, increase transparency and improve accountability in online prize draws and competitions.

Who must comply with the code?
Operators of online prize draws and competitions in the United Kingdom that offer both paid and free entry routes and where outcomes are determined by chance.

What is the compliance deadline for the code?
Operators are expected to fully implement the Voluntary Code’s provisions by 20 May 2026.

Does the code impose legal obligations?
No. The code is voluntary but Government may consider further regulatory action including statutory licensing if voluntary compliance is inadequate.

How does the advisory service support operators?
The service helps operators interpret the code requirements, assess existing practices and prepare evidence to demonstrate compliance with expectations.

What areas of practice does the advisory service cover?
It covers free entry routes, transparency of terms and odds, responsible marketing, internal monitoring and consumer protection measures.

Why has regulatory focus increased on prize draw operators?
Due to the rapid growth in the online prize draw sector and concerns about consumer protection, transparency and links with gambling harm.

Is evidence of compliance required to be public?
Operators are expected to publicly disclose measures they have in place to meet the code’s standards.

What might happen if operators do not comply?
Government may decide to pursue more stringent regulation or statutory licensing for the prize draw sector.

Can international operators participate in the advisory service?
Yes. Any operator offering online prize draws in the UK market seeking to comply with the Voluntary Code can access the service.