eGaming Integrity, a compliance and internal audit advisory firm specialising in regulated and adjacent sectors, has launched a Voluntary Code Advisory Service to support online prize draw and competition operators ahead of a key UK compliance deadline and increasing regulatory scrutiny.
The service follows the introduction of the Department for Culture, Media and Sport’s Voluntary Code of Good Practice for Online Prize Draws and Competitions, published in November 2025. Under the Code, operators are expected to meet enhanced standards by 20 May 2026, including greater transparency, strengthened consumer protections, and demonstrable operational oversight.
While online prize draws do not fall under the Gambling Act 2005, the sector’s rapid growth has drawn attention from policymakers. The UK online prize draw market is now estimated to be worth £1.3bn, with more than 7 million participants, increasing pressure on operators to evidence responsible conduct and effective governance. 
Unlike previous guidance, the Voluntary Code places emphasis not on policy intent but on evidence of real-world practice. Operators are expected to show how consumer protections are implemented in day-to-day operations and how risks are actively monitored and managed.
eGaming Integrity’s Voluntary Code Advisory Service is designed to help prize draw and competition operators interpret the Code, assess existing controls, and prepare clear, practical evidence of compliance. The service covers areas including free entry routes, transparency of terms and odds, responsible marketing standards, internal monitoring and reporting processes, and public disclosure of consumer protection measures.
Emma Shilling, Director at eGaming Integrity, said:
“The Voluntary Code marks a shift in expectations for prize draw operators. It is no longer sufficient to rely on policy wording alone. Businesses are being asked to demonstrate how protections work in practice. Our role is to help operators identify gaps early, strengthen oversight and evidence compliance in a way that stands up to scrutiny.”
The service is delivered by eGaming Integrity’s audit, risk and compliance specialists, with a focus on practical implementation rather than theoretical compliance. Findings are supported by clear, prioritised recommendations designed to support operators as regulatory expectations continue to evolve.
Robert Penfold, Head of Internal Audit at eGaming Integrity, added:
“The direction of travel is clear. While the Code is voluntary today, the consequences of failing to demonstrate effective compliance could be significant. Operators that put robust oversight in place now will be far better positioned if statutory regulation follows.”
The Voluntary Code Advisory Service is available immediately to UK-based online prize draw and competition operators.
