eGaming Integrity, a leading compliance and internal audit advisory firm, has launched a Voluntary Code Advisory Service to support online prize draw and competition operators ahead of increased regulatory scrutiny.
The service follows the Department for Culture, Media and Sport’s Voluntary Code of Good Practice, introduced in November 2025. The Code requires operators to demonstrate transparency, strengthen consumer protections, and actively oversee their operations by 20 May 2026. Failure to show effective voluntary compliance may accelerate statutory licensing requirements and tighter regulation.
UK Prize Draw Market Under the Spotlight
Although prize draws are not regulated under the Gambling Act 2005, the sector’s rapid growth—now valued at £1.3 billion with over seven million players—has drawn closer attention from policymakers.
The Voluntary Code emphasizes practical compliance over policy statements, requiring operators to provide evidence of their day-to-day practices, including free entry routes, transparency of terms and odds, responsible marketing, internal monitoring, and public reporting on consumer protection.
Practical Support from eGaming Integrity
Emma Shilling, director at eGaming Integrity, said:
“Operators are no longer judged by policy wording alone. They must show what actually happens in practice. We help businesses spot issues early and evidence their compliance clearly.”
Robert Penfold, head of internal audit, added:
“The Code is voluntary now, but that could change. Operators who establish real oversight systems today won’t be scrambling if statutory requirements arrive tomorrow.”
The Voluntary Code Advisory Service is available immediately to UK prize draw and competition operators, providing audit, risk assessment, and practical recommendations to ensure readiness ahead of the 20 May 2026 compliance deadline.
