UK Government Draft Voluntary Code for UK Prize Draw Operators

The Department for Culture, Media and Sport (DCMS) has released a draft Voluntary Code of Good Practice for Prize Draw Operators, setting out new standards aimed at improving fairness, transparency, and player protection across the UK prize draw industry.

The Code applies to draws that offer both paid and free entry routes — often known as “free draws” — and is designed to raise standards and promote responsible conduct in a sector now worth an estimated £1.3 billion annually, involving more than 400 operators and over seven million participants.

Three Core Pillars

The new Voluntary Code is structured around three core pillars:

• Player Protection

• Transparency

• Operator Accountability

Within these pillars, the government’s outline includes a series of key commitments for operators, such as:

• Clearer Terms & Conditions so players fully understand how competitions work.

• Responsible Marketing Rules to protect vulnerable individuals from misleading or aggressive advertising.

• Transparent Disclosure of Odds and Winners, ensuring all draws are run fairly and verifiably.

• Fairer Access to Free Entry Routes, to guarantee that free entry options are genuinely accessible and prominently displayed.

The Free Entry Challenge

In theory, free entry routes are what keep prize draws distinct from lotteries — anyone can enter without paying. In practice, however, these routes are often far less visible than paid ones and are most commonly limited to postal entries.

Even a postal entry carries costs — a stamp, petrol, and time — making it inconvenient compared to a quick online purchase. As a result, estimates suggest that fewer than 10% of entries are made via free routes, and questions remain about whether those entries always carry the same chance of winning.

The new Voluntary Code aims to address this by making visibility and accessibility part of the standard. The issue is not only one of fairness, but also of trust. If players believe free entry is merely a technicality, confidence in the entire sector suffers.

At the same time, the Code recognises the commercial realities facing operators — entirely equal entry routes could undermine paid participation, which funds the prizes themselves. The challenge lies in ensuring genuine, transparent access to free entry options without compromising the sustainability of the industry.

A Collaborative Approach

Support for the Voluntary Code has been mixed across the industry. Many operators view it as a positive opportunity to standardise best practices and strengthen public trust without introducing the cost and bureaucracy of a formal licensing regime. Others question whether a voluntary framework without enforcement powers will be enough to deter non-compliance among less responsible operators, potentially prompting regulation in the near future.

Implementation and Oversight

The DCMS will oversee the implementation of the Code, with a six-month transition period for operators to meet the new standards in full. The department will review its impact and effectiveness once adopted, with the option to introduce further measures if compliance proves insufficient.

Industry Response

Comment from Paul Brown, Chief Executive of the UKCPSA:

“We fully support the Government’s introduction of the Voluntary Code of Good Practice for Prize Draw Operators. This is a vital step in strengthening fairness, transparency, and consumer confidence across the sector.

As the UK’s only independent certification body for competition, raffle, and prize draw operators, the UKCPSA will ensure that all certified members meet — and in many cases exceed — the standards set out in the Code.

The UKCPSA is already in direct contact with the Minister for Museums, Heritage and Gambling in the House of Lords to ensure the sector’s voice is properly represented as this framework develops. Our mission is to help operators demonstrate integrity and accountability through independent audit and certification, setting a strong example for the industry and building trust well before any formal regulation is required”