UK competitions sector adopts new voluntary code to protect consumers

From stricter payment controls to clearer entry routes, the industry is changing. Will this rebuild trust in prize draws and instant-win games?

, and Administrator

2025 November 22 . 3:29 PM

1 min read

In the picture there is a newspaper front page. There are many advertisements and headlines are... — In the picture there is a newspaper front page. There are many advertisements and headlines are mentioned in the newspaper.

UK competitions sector adopts new voluntary code to protect consumers

The UK’s prize draw and competitions sector is rolling out a new voluntary code of conduct. Twenty-three operators, including major names like Unilever, Diageo and Sky, have already signed up. The move aims to strengthen consumer protections and raise industry standards across a sector worth an estimated £1.3bn in 2023.

The code introduces stricter rules on payment controls, access requirements and age verification. Operators must now ensure a free-to-enter route is clearly visible and genuinely accessible to all eligible participants. Monthly limits on credit card payments have also been set, with their use banned in instant-win competitions.

The voluntary code marks a shift in regulatory expectations for a sector supported by over seven million adults. Operators will face regular checks on compliance, while participants gain clearer protections. The changes come as the industry seeks to balance growth with responsible practices.