More than 20 UK prize draw operators have agreed to join a new voluntary code of conduct introduced by the government to boost transparency and strengthen player protection.
Developed by the Department for Culture, Media and Sport (DCMS), the code sets out several new rules, including a £250 monthly limit on credit card entries for prize draws and a full ban on using credit cards for instant-win competitions.
Prize draws, which allow both free and paid entries for prizes ranging from cars and luxury goods to homes, currently do not require a gambling licence in the UK. The sector has grown rapidly, with around 7.4 million adults taking part every year in a market valued at £1.3bn.
The updated guidelines also require operators to clearly promote free entry routes and make them accessible to everyone. In addition, operators must introduce measures to detect and reduce potential harm, such as offering information about support services when needed.
The code is built around three core pillars: player protection, transparency, and accountability.
Beyond the new credit card restrictions, operators are expected to set “appropriate and proportionate” monthly spending limits for players, or allow customers to set their own limits. They must also provide tools for players to temporarily suspend their accounts or close them permanently, mirroring self-exclusion options used in regulated gambling.
Where possible, operators are encouraged to introduce “pause” features that let players block themselves from participating for short periods, such as a week. They should also make reasonable efforts to monitor player behaviour and intervene if signs of harm appear, including directing players to relevant support organisations.
Under the transparency requirements, operators must clearly explain how each draw works and ensure all prizes are awarded fairly and according to published rules and terms.
To support accountability, the code states that operators should have systems in place to monitor compliance, regularly review their processes, and ensure that any third parties they work with also follow the rules. They are expected to publicly outline the measures they have adopted and collaborate with DCMS to keep the code effective over time.
More than 20 major operators – including popular brands such as Omaze, Best of the Best, and Raffle House – have already signed up. DCMS noted that the guidelines were finalised after extensive consultation, and participating operators have six months to fully implement them.
Gambling Minister Baroness Twycross said that millions enter prize draws every year and deserve confidence that proper protections exist. She thanked the early signatories for helping shape the code and committing to adopt it.
James Oakes, president of Omaze UK, said the company is proud to be one of the founding signatories. As the UK’s largest prize draw operator, he highlighted Omaze’s strong track record on player safeguards and its contribution of more than £100m to charities. He added that DCMS’s new code is a welcome step as more companies enter the prize draw space and raised hopes that all operators will adopt the same high standards.
