The UK Government has updated its Voluntary Code of Good Practice for Prize Draw Operators, introducing standards aimed at strengthening player protection, transparency and accountability across Great Britain’s prize draw sector.
Originally published in 2025 by the Department for Culture, Media and Sport (DCMS), the voluntary code applies to prize draws offering both paid and free entry routes that do not require a licence under the Gambling Act 2005.
Research commissioned by DCMS in 2023 estimated that the UK prize draw market was worth £1.3bn annually, attracting 7.4 million adult participants across more than 400 operators.
The code introduces requirements covering three areas: player protections, transparency and accountability.
Operators should restrict participation to adults aged 18 and over, implement age verification, provide account suspension options and monitor player activity for signs of potential harm. They should also intervene where necessary and direct affected players towards support services.
The code also prohibits credit card payments exceeding £250 per month per player and any credit card payments for instant win prize draws.
Under the transparency provisions, operators should clearly explain draw rules and disclose winning odds where possible. They should also award advertised prizes promptly and not cancel draws, delay closing dates or reduce prize values because of low ticket sales.
Operators are expected to monitor compliance, oversee third-party partners and publish details of their player protection measures.
DCMS will oversee the code and review its effectiveness, reserving the right to amend it or consider further action, including legislation, if the measures prove insufficient.
The original code gave signatories six months to implement its provisions, with a deadline of 20 May 2026. That date has passed. Operators joining after the implementation date are expected to comply fully from the outset.
The Government stressed that the voluntary code does not replace existing legal or advertising requirements, and compliance with it does not automatically establish compliance with those obligations.
90 Labour MPs have recently written to UK Chancellor John Healey, urging him to increase Machine Games Duty (MGD) in the upcoming Autumn Budget
