Editorial note: this guide is general information about how bingo, competitions, lotteries and gambling work in the UK. It is not advice, and it does not describe any specific promotion offered by Fortune Games. Rules, prices and regulations can change, so always check the operator’s current terms.
Who regulates prize competitions in the UK?
Genuine prize competitions and free prize draws are not regulated by the Gambling Commission, because they are not classed as gambling. Instead they fall under consumer protection law — overseen by the Competition and Markets Authority and Trading Standards — and advertising rules enforced by the Advertising Standards Authority under the CAP Code. The Gambling Commission only gets involved if a “competition” is really an unlicensed lottery in disguise.
Why they sit outside gambling law
Under the Gambling Act 2005, a paid prize draw decided purely by chance is a lottery, which needs a licence. A competition escapes that if it requires genuine skill, judgement or knowledge, or if it offers a free entry route with the same chance of winning as a paid one. When set up properly on that basis, it is a sales promotion rather than gambling, so the Gambling Commission does not license it. If the skill is a token gesture and there is no real free route, it can cross the line into an illegal lottery.
The rules that still apply
Not being gambling does not mean no rules. The CAP Code requires promotions to be clear and not misleading: significant terms, closing dates, the number of prizes, how winners are chosen and any restrictions must be set out up front, and the ASA can uphold complaints. Consumer law, overseen by the CMA, bans unfair terms and unfair practices, and Trading Standards can act locally. There is also growing scrutiny of paid competitions, with discussion of a possible code covering age limits, spend caps and safer-play messaging — so the framework may tighten.
Frequently asked questions
Does the Gambling Commission regulate prize competitions?
No, not genuine skill competitions or free prize draws — they are not gambling. The Commission only steps in if a competition is actually an unlicensed lottery.
Who do I complain to about a competition?
For misleading promotion, complain to the Advertising Standards Authority. For unfair terms or practices, consumer law applies via the CMA and Trading Standards. Report suspected fraud to Action Fraud.
What makes a competition lawful without a licence?
A genuine element of skill, judgement or knowledge, or a real free entry route with the same chance of winning as paid entry. Otherwise it may be an illegal lottery.
Are the rules changing?
Possibly. There is growing scrutiny of paid competitions, with discussion of a voluntary code covering age limits, spend caps and safer-play messaging, so requirements could tighten in future.
Related guides: Are prize competitions legal in the UK? · Prize competition vs lottery · What is a skill question?
18+ only. Gambling should be fun, never a way to make money. Please play responsibly and only with money you can afford to lose. If gambling is affecting you or someone you know, free, confidential support is available 24/7 from the National Gambling Helpline on 0808 8020 133, run by GamCare. You can also visit BeGambleAware (begambleaware.org) or self-exclude from UK-licensed online operators through GAMSTOP (gamstop.co.uk).