Prize Competition Council appoints Tom Banks as membership grows

The Prize Competition Council (PCC) has appointed former  FDJ United executive Tom Banks as its first executive director, as the UK trade body’s membership reaches 65.

The council, which launched in July with eight founding members, represents businesses operating in the UK prize competition sector. Its expansion comes as operators work to demonstrate stronger standards through a voluntary government code.

Banks brings more than 13 years of experience in public affairs, corporate communications and reputation management, including roles advising gambling businesses and political parties.

He spent four years at consultancy Public First supporting Kindred before moving in-house for a further four years. His most recent position was head of external relations at FDJ United.

Supporting operators under the DCMS Code

Helping members work under the  DCMS Voluntary Code of Good Practice for Prize Draw Operators will be central to Banks’ role.

The code aims to improve transparency around competition terms, entry methods and the delivery of prizes, while addressing misleading or exploitative practices.

PCC independent chair George McGregor said Banks’ experience explaining regulatory issues to government, regulators and the media would support the council’s work. He also stressed the importance of backing operators’ public statements with evidence.

Banks said he would initially focus on listening to members and helping them meet the code’s standards.

He also plans to explain how prize competitions operate, demonstrate the standards followed by responsible businesses and represent consumers who participate.

The council’s board includes Winvia Entertainment’s Chris Jennings and Pristine Competitions’ Declan Murphy. Winvia recently agreed to acquire Giveaway Guys, reflecting continuing acquisition activity within the sector.

Membership growth and wider participation

The increase from eight members to 65 gives the PCC a broader base from which to represent operators in discussions about standards and the sector’s future.

However, council membership and participation in the voluntary code are separate measures. Growth in one does not establish how widely the other has been adopted.

An August white paper from Rokker reported that approximately 195 operators had signed the code by late July 2026, alongside 31 service providers classed as other relevant signatories.

Rokker estimated that the operator signatories represented less than 20% of the sector’s estimated active businesses at that point.

What about the UK market?

Banks’ appointment gives the growing trade body a dedicated executive to coordinate its work and communicate members’ priorities.

For consumers, the practical significance will be whether that work produces clearer entry information, reliable prize fulfilment and more consistent standards across participating businesses.

The membership increase suggests growing interest in collective representation. The wider sign-up figures, however, show that extending participation beyond businesses already engaged with the voluntary framework remains a substantial task for the sector.