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 as regulatory scrutiny of the sector increases and a new compliance deadline approaches.
The service was launched following the introduction of the Department for Culture, Media and Sport’s Voluntary Code of Good Practice for online prize draws and competitions in November 2025. The Code sets a deadline of 20 May 2026. By that point, operators are expected to be more transparent, strengthen consumer protections and show active oversight of their operations. Failure to demonstrate effective voluntary compliance may increase the likelihood of statutory licensing and subsequent tighter regulation.
Prize draws are not regulated as gambling under the Gambling Act 2005. Despite this, the sector has grown rapidly and attracted attention in Westminster. The UK online prize draw market is now estimated to be worth around £1.3bn, with more than 7 million players. That scale has brought closer attention from policymakers.
The Voluntary Code shifts the focus from policy language to demonstrable practice. Operators now have to show what they actually do, and prove it.
eGaming Integrity’s new service is designed to help operators understand the requirements of the Code, assess current practices and prepare clear, practical evidence of compliance. Support covers areas including free entry routes, transparency of terms and odds, responsible marketing practices, internal monitoring processes and public disclosure of consumer protection measures.
Emma Shilling, Director at eGaming Integrity, said: “The Voluntary Code changes the conversation for prize draw operators. It is no longer enough to point to a policy and say the right words are there. Operators are being asked to show what happens in practice. Our job is to help businesses work that through properly, spot issues early and evidence what they are doing.”
eGaming Integrity’s audit and risk specialists lead the work. The focus is on practical rather than theoretical matters. Findings are clearly set out, with recommendations that operators can act on as regulatory expectations tighten.
Robert Penfold, Head of Internal Audit at eGaming Integrity, said:
“The writing is on the wall. This is voluntary for now, but that could change quickly. Operators who build real oversight systems today won’t be scrambling if this becomes statutory tomorrow.”
The Voluntary Code Advisory Service is available immediately to UK prize draw and competition operators.
