The UK’s Prize Competition Council (PCC) has appointed Tom Banks as its inaugural executive director to spearhead this newly established body focused on the rapidly expanding prize draws sector within the country.
With over 13 years of experience in public affairs, corporate communications, and reputation management, Banks has held advisory positions within various gambling businesses and worked closely with political parties. Before his role at the PCC, he spent four years as a consultant at Public First, working with Kindred, followed by four years in-house, where he was most recently the head of external relations at FDJ United.
George McGregor, the independent chair of the PCC, voiced confidence in Banks’ leadership, stating, “Tom brings experience in explaining complex regulatory issues to government, regulators and the media across the UK and Europe. He understands the scrutiny facing businesses that serve the public and the need to support what they say with evidence.” He also underscored that assisting members to comply with the DCMS Code is the council’s immediate focus.
The PCC board also includes Chris Jennings from Winvia Entertainment, who recently acquired Giveaway Guys, alongside Declan Murphy of Pristine Competitions.
In his new role, Banks expressed that his initial focus would be on listening to members while guiding them in adhering to the DCMS Code. He stated, “I also want us to make a confident case for the sector by showing the standards responsible operators uphold, explaining how prize competitions work and representing the people who choose to take part.”
Formed in July of this year, the PCC aims to provide a unified voice for the prize-competition market while aiding operators in following the Department for Digital, Culture, Media and Sport’s (DCMS) Voluntary Code of Good Practice for Prize Draw Operators. This Code seeks to ensure transparency regarding terms and conditions, entry methods, and prize fulfillment, while also working to prevent misleading or exploitative practices.
A white paper report from Rokker in August revealed that approximately 195 operators had signed the newly implemented Code by late July 2026. Additionally, 31 service providers were classified as “other relevant signatories.” Rokker estimates that these signatories accounted for less than 20% of the sector’s total active operators at that time.
