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.

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On March 23, 2026, the Google Ads Gambling and games policy will be updated to introduce new certification requirements. All accounts seeking to advertise in any gambling and games category must now demonstrate good policy health as set out below.

Manager Accounts (MCCs) which have significant volume of gambling certificates revoked from accounts under its management, or if significant volumes of accounts under your management are found to have violated the gambling policy while relying on a gambling certificate, will lose the ability to apply for any new online gambling certificates and will have existing certifications revoked.

The following domain requirements, which already exist on the application for certification, are being reiterated for emphasis:

Certification is not available for sites hosted on free platforms, those using a sub-domain whose root domain is a third party platform host, those with no association with gambling or those with a second-level domain not owned and operated by the advertiser.

The “Certification” section of the Gambling and games policy will be updated when these requirements take effect on March 23, 2026.

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Coljuegos and the Spanish National Police signed an international cooperation agreement to combat illegal gambling, fraudulent betting, sports corruption and money laundering, phenomena that affect public safety and finance transnational organised crime networks.

The agreement establishes a solid and lasting framework for collaboration between both institutions, focused on the prevention, control and punishment of illegal activities related to gambling, especially in digital environments.

“This procedure strengthens our capacity to combat illegal gambling beyond our borders. Organized crime does not operate in isolation, and that is why international cooperation is key to protecting legality, transparency, and public trust,” said Marco Emilio Hincapié, president of Coljuegos.

One of the central aspects of the agreement is the exchange of strategic and operational information, the use of technological tools for tracking online betting, support in financial investigations, and cooperation through agencies such as Interpol and Europol to confront criminal networks operating between Colombia and Spain.

The alliance also includes the training and development of officials, the development of joint actions, and awareness programs on integrity in sports and betting, with the aim of preventing the fixing of sporting events and fraud associated with illegal platforms.

“We are taking a decisive step against illegal platforms that operate from abroad and that affect both public resources and the most vulnerable populations,” he said.

The cooperation agreement will be valid for four years, renewable only once, and reinforces the commitment of both entities to the fight against fraud, corruption and illegal gambling, consolidating a common front between Colombia and Spain to protect the integrity of the sector and the safety of citizens.

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