The Voluntary Code of Good Practice for Prize Draw Operators is a government code for operators of prize draws and competitions in Great Britain. It is not law, but it sets out player protection, transparency and accountability standards that operators can sign up to.
What the code is and when it started
The Department for Culture, Media and Sport (DCMS) published the Voluntary Code of Good Practice for Prize Draw Operators on GOV.UK. It was published in November 2025. Signatories agreed to implement it in full within six months of publication, and no later than 20 May 2026. Operators that join after that date must comply from the start.
The code came out of research DCMS commissioned in 2023 on prize draws and competitions. The code says the research put the UK market at about £1.3 billion a year, with 7.4 million adult participants and over 400 operators, and found signs of gambling harm among players. The government chose a voluntary code as a first step rather than new legislation.
About 20 operators signed at launch, including Omaze. The GOV.UK page now lists many more operator signatories, plus other firms such as web developers. DCMS oversees the code, and feedback goes to prizedrawcode@dcms.gov.uk.
This is general information, not legal advice. Take advice from a solicitor before you launch.
Who it covers, and its legal status
The code applies to prize draws and competitions in Great Britain where chance decides the winner and players can enter by paying or by a free route. These do not need a Gambling Act 2005 licence because of the free route.
Operators that run only skill-based competitions fall outside it. Operators that run skill-based competitions alongside chance-based draws should sign up for the free-entry aspect of those competitions too.
The code is voluntary. Failing to follow it is not itself a breach of any legal obligation. It does not replace consumer law, advertising rules or data protection law, and following it does not by itself mean you comply with the CAP Code that the ASA enforces. Signatories agree to act in good faith.
Section 1: player protections
- Age. Draws are for players aged 18 or over, with a reasonable age verification process. Ads must not target under-18s.
- Credit cards. Credit card payments are capped at £250 per month per player. Credit cards cannot be used at all for instant win draws.
- Spend limits. Operators must set suitable monthly limits across all their draws, or let players set their own. Players must be able to set a limit of £0, and limits must sit within the credit card cap.
- Suspension and closure. Players can suspend or close their account. A suspension lasts at least six months, with no entries and no marketing by email, text or push. A shorter pause option is encouraged.
- Monitoring and intervention. Operators should make reasonable efforts to spot harm, from account opening, and respond in a proportionate way. For significant indicators, that can include stopping a player from entering.
- Signposting. Operators must point players to responsible play information and support, such as Citizens Advice, Money Advice Trust, National Debtline, Samaritans and Mind.
- Draw duration. There must be an appropriate period between a draw opening and closing. The code gives no set number of days.
- Instant wins. Paid and free routes must be equivalent, the free route must be explained clearly, and instant win draws should not make up the majority of an operator's competitions at any time.
- Marketing. Marketing must follow the CAP and BCAP codes and be socially responsible. It must not suggest a draw is an escape from personal, work or study problems, a solution to money worries, an alternative to work or a route to financial security.
- Complaints. Operators need a transparent complaints process and, where needed, a dispute resolution process.
Section 2: transparency
- Rules. Each draw needs a clear summary of how it works, plus its rules. The rules must say prizes are awarded in line with the laws of chance.
- Fair awarding. Winners must be picked by an independent person or under their supervision, or by a computer process that gives verifiably random, auditable results, or by a certified physical drawing machine. Every entry, free or paid, must have an equal chance of winning each prize. The draw mechanism must be published on the operator's website.
- Odds information. Where possible, give players clear information before they enter, such as the maximum number of tickets and data from comparable past draws.
- Free entry. Free entry must be clearly and prominently disclosed before purchase. It can be ordinary post or any method that is neither dearer nor less convenient than paying. Terms must leave enough time for free entries to arrive.
- Prize delivery. Winners must get the advertised prize promptly, or a reasonable cash alternative. Operators must not cut a prize's value, change a draw's end date or cancel a draw because ticket sales are low.
- Charity. If charity contributions feature, operators must explain how they work and follow the Code of Fundraising Practice. They should publish how much goes to charity where possible.
Section 3: accountability
- Have processes to monitor and review compliance, and fix gaps quickly.
- Take reasonable steps to make sure third parties, such as affiliate marketers and draw-management partners, also follow the relevant requirements. Use contracts to do it.
- Share best practice across the sector.
- Publish your player protection, transparency and accountability measures on your website, and show that you follow the code.
Should you sign up, and where Niche fits
Signing the DCMS voluntary code is your decision. It is a visible mark of good practice, and operators that join after 20 May 2026 must comply in full from day one. Sign-up requests go to DCMS at prizedrawcode@dcms.gov.uk. Ask a solicitor what the commitments would mean for your business, in particular the credit card cap and the limit on instant win share.
Several things the code asks for are standard tooling on Niche: an age and KYC check before prizes are released, spend limits and self-exclusion, provably fair draws using commit-reveal and random.org, a free postal entry route, a prize-proof gate and a live draw console. Niche does not sign the code for you, and having the tools does not make you compliant on its own. You still need to write your rules, set sensible limits and run the business honestly.
To see how this fits into a full site, read our guide to starting a competition website and check pricing. For the underlying law, see are online prize competitions legal in the UK, and the free entry route explained.
Frequently asked questions
Is the DCMS prize draw code a law?
No. It is voluntary. Failing to follow it is not in itself a breach of any legal obligation, and it does not replace consumer, advertising or data protection law.
What is the credit card limit in the DCMS code?
Credit card payments are capped at £250 per month per player. Credit cards cannot be used for instant win draws at all.
When did the DCMS voluntary code for prize draw operators start?
It was published in November 2025. Signatories had to implement it in full within six months of publication, and no later than 20 May 2026.
Does the code apply to skill-based competitions?
Operators that run only skill-based competitions fall outside it. Operators that run chance-based draws with a paid and a free route are in scope. Operators that run skill competitions alongside them should sign up for the code's free-entry aspect.
This is general information, not legal advice. Rules can change: check the Gambling Act 2005 and guidance from the Gambling Commission, or speak to a solicitor, before you launch.