Last week played host to a major moment for the Prize Competitions Council (PCC), as the trade body appointed its first Executive Director – former FDJ United Head of External Relations, Tom Banks.
Banks brings over 13 years of experience in public affairs, corporate communications and reputation management, both in public and private sector roles.
The now-four-month-old trade body for the prize competitions sector has experienced significant growth since its foundation, from eight founding members to 65 members now.
With Banks now entrusted to lead from the front, Lottery Daily spoke with the new Executive Director about his, and the organisation’s, ambitions heading into the final quarter of 2026 and beyond.
Lottery Daily: Does the initial establishment and growing presence of the PCC increase the sector’s chances for better development and more improved and coherent regulation?
Banks: Absolutely. I think the establishment of the PCC is a really positive step for the sector and reflects just how much it has grown and developed in recent years. We now have a dedicated trade body bringing operators together, sharing best practice and providing a collective voice in discussions with government and other stakeholders.
The introduction of the DCMS Code of Good Practice was an important milestone, and our immediate focus is helping members put that into practice and maintain high standards. Ultimately, we want to see a successful, responsible sector that continues to grow, with clear standards and a constructive relationship with policymakers.
How is the PCC aiming to increase the visibility and popularity of legal prize competitions and win control of the market from illegal operations?
I think there’s a really positive story to tell about the UK prize competition sector, and part of my role as Executive Director of the PCC is making sure that story is heard.
Millions of people enjoy entering competitions each year, and there are some fantastic businesses operating in the market, from small independent operators to larger, established companies. They offer consumers something exciting and, in many cases, make a real contribution to their local communities and charitable causes.
We want to champion those responsible businesses and help consumers understand what they should expect from a reputable operator.
It’s also important to distinguish between operators running legitimate prize draws and those who fail to meet the legal requirements. The latter shouldn’t define the reputation of an entire industry.
How do you plan to leverage your background in corporate comms in the gambling space to the developing prize draws sector?
I’ve spent much of my career working in public affairs and communications, particularly in sectors where there is significant political and regulatory interest.
One thing I’ve learned is the importance of building relationships, engaging constructively with policymakers and being able to demonstrate what responsible businesses are actually doing in practice.
That’s the experience I want to bring to the PCC. My first priority is to listen to members, understand the opportunities and challenges they’re facing and ensure we are representing them effectively.
I’m also keen for us to be much more proactive in telling the sector’s story, rather than only contributing to the conversation when an issue arises.
What are the similarities between the prize draws and gambling spaces, and how does this affect the way the sector engages with politics and the public?
There are important distinctions between the two sectors, including how they operate and the legal frameworks that apply to them.
Prize draws and competitions have their own established place in UK law, and I think it’s important that those differences are properly understood when we’re discussing the sector.
What I would say is that any industry engaging directly with consumers needs to take its responsibilities seriously. Transparency, fairness and consumer confidence are important regardless of the sector.
For the PCC, our focus is on supporting responsible prize competition operators, making sure the sector is well understood and engaging constructively with government and other stakeholders.
How is the sector responding to calls for greater regulation of it, particularly from the lotteries space?
I think the important thing is to recognise the progress that’s already being made.
The DCMS Code was developed through engagement between government and the sector, and it introduces a clear set of expectations around player protections, transparency and accountability.
That’s a significant step, and the PCC is focused on helping operators meet those standards and demonstrating that the sector is taking its responsibilities seriously.
We recognise that there will be different perspectives on the sector, and we’re very happy to engage with those views. But I also think it’s important that discussions about its future are informed by evidence, recognise the existing legal framework and take account of the progress responsible operators are making.
How does the PCC expect the prize draw sector to continue developing over the coming years? And how will its communications and lobbying strategy have to evolve with this?
I think there’s a huge amount to be positive about. The sector has grown considerably, and we’ve seen a real diversity of businesses emerge, offering everything from smaller specialist competitions to major national prize draws.
The UK has become a leading market for prize competitions, and I’d like to see us build on that success. As the sector develops, the PCC needs to develop alongside it. That means continuing to support high standards, but also looking more broadly at the issues affecting our members and the opportunities to help them grow.
What is the sector’s approach to social responsibility with its products and marketing?
Social responsibility is an important part of the DCMS Code and one of the PCC’s central priorities. The Code sets out a range of measures covering areas such as age verification, spending limits, identifying potential harm, accessible free-entry routes and responsible advertising.
Our role is to help members understand and implement those expectations, share best practice and continue improving standards across the sector. I think it’s important that people can enjoy entering prize competitions with confidence, knowing that the businesses they engage with are operating fairly and responsibly.
We also want to work constructively with organisations involved in advertising standards and consumer protection to help members get this right.
How much does the existence of the PCC improve the sector’s integrity?
I think having a dedicated trade body is a really important part of the sector’s continued development. It gives operators a forum to work together, share knowledge, address common challenges and demonstrate a collective commitment to high standards.
But ultimately, integrity comes from what businesses do in practice. Our role is to support that, whether through guidance on the DCMS Code, developing best practice or encouraging greater transparency and accountability.
We’re still a relatively young organisation, but we’ve already grown rapidly which shows the appetite among operators to come together and help shape the sector’s future.
I’m excited about what we can achieve, both for our members and for the millions of people who enjoy prize competitions across the UK.
