Voluntary Code of Good Practice for Prize Draws — Update

The Department for Digital, Culture, Media & Sport (DCMS) is introducing a Voluntary Code of Good Practice for Prize Draws, setting out new standards designed to raise transparency, fairness and consumer protection across the free-entry prize draw sector.

Although the Code is voluntary, the Government has made it clear that if the sector does not adequately address key concerns, formal regulation may follow.

Expected Key Dates

Publication of the Final Code

The final version of the Code is expected to be published on 20 November 2025.This date has been referenced within industry commentary, but it may be subject to revision if DCMS adjusts its timetable. We will update members as soon as official confirmation is issued.

Compliance Deadline

• Operators who sign up will be expected to be fully compliant by 20 May 2026.

• Operators joining the Code after this date will be required to comply immediately.

Oversight

DCMS will initially oversee the Code.

Main Requirements for Operators

1. Player Protection

Operators signing up to the Code must ensure:

• All prize draws are restricted to 18+ participants

• Reasonable age-verification processes are in place

• A clear complaints and dispute-resolution process is available

• Credit card limits apply:

  • A maximum of £250 per player per month

  • Credit cards cannot be used for instant-win draws

• Operators must set a monthly spend limit for players, including an option for a £0 limit

• Players must be able to:

  • Suspend their account

  • Close their account

  • Pause activity for at least six months

• Ongoing monitoring of player behaviour must be in place, with appropriate interventions if harmful behaviour is detected

• Clear signposting to support services where harm is identified

• Instant-win draws must meet strict requirements:

  • A free entry route must be truly equivalent

  • Instant-win draws must not make up the majority of an operator’s activity

• All advertising must be socially responsible and meet applicable UK standards

2. Transparency Requirements

Operators must provide transparent information including:

• Clear and accessible draw rules

• Confirmation that all prizes are awarded by chance

• Use of an independent person or a verifiable random draw system

• Disclosure of odds of winning wherever possible

• Clear explanation of how prizes are allocated

• A free-entry route that is:

  • Visible before any purchase

  • Easy to use

  • Genuinely equivalent to paid entry

  • Open for a reasonable timeframe

• All prizes must be awarded as advertised, or a cash alternative must be offered

• Prizes cannot be cancelled or downgraded due to low ticket sales

• If a draw supports charity, operators must be transparent about:

  • The percentage or amount donated

  • Total funds raised

  • Compliance with the Fundraising Regulator Code

3. Accountability Requirements

Signed-up operators will be expected to maintain strong internal accountability, including:

• Regular reviews of internal systems to ensure ongoing compliance

• Clear procedures to address any compliance gaps

• Contracts with third-party partners, such as affiliates or draw managers, that explicitly require adherence to the Code

• Termination of relationships with partners who fail to comply

• Public confirmation on the operator’s website outlining the measures taken to meet the Code

• Engagement with DCMS and the wider sector to help maintain best practice

What This Means for UKCPSA-Certified Operators

The Voluntary Code pushes the prize draw sector closer to the standards expected in regulated gambling.For certified operators:

• Many of the required safeguards will already align with UKCPSA standards

• Early assessment and preparation will reduce operational pressure ahead of May 2026

• Clear documentation of compliance processes will support both certification and Code alignment

• Operators will be better prepared should DCMS move toward statutory regulation in the future

We advise all operators to begin reviewing their internal policies now, particularly around age verification, free entry routes, responsible marketing, fairness, and harm-prevention systems.

As soon as the code is fully released, we'll be in contact with each member with the full list of recommendations in order to meet the requirements.

For further guidance or support, please contact us at hello@ukcpsa.com