How to Tell if an Online Competition Is Legitimate

Online prize competitions are everywhere in the UK, from dedicated websites to social media ads. Some are completely above board. Others are data-harvesting scams dressed up with flashy graphics and promises of free cars. So how do you tell the difference? Here’s a breakdown of the red flags and green flags that will help you sort the genuine from the dodgy.

What the Law Actually Says About Prize Competitions

The Gambling Act 2005 is the main piece of legislation governing prize competitions in the UK. Under this law, the three main regulated activities are gaming, betting, and lotteries. Prize competitions and free draws actually fall outside the Act’s regulatory scope, but only if they’re structured correctly.

A skill-based prize competition must include a genuine test of knowledge, skill, or judgement. That’s the legal requirement that keeps it outside gambling regulation. If the competition is a prize draw (where winners are picked at random), it needs to offer a free entry route, usually by post, to avoid being classified as an illegal lottery. That free entry must carry the same chance of winning as a paid ticket. Any paid-entry competition that picks winners purely by chance and doesn’t offer a free entry route could be classed as an illegal lottery.

The government also published a Voluntary Code of Good Practice for Prize Draw Operators on 20 November 2025, with a compliance deadline of 20 May 2026. This introduced clearer standards around age verification, spending controls (including a £250 monthly cap on credit card entries), and transparency. Operators who’ve signed up to this code will typically display that fact on their website, and it’s a good sign they’re taking compliance seriously.

Red Flags That Should Make You Think Twice

There are a few warning signs that tend to crop up again and again with dodgy competitions. If you spot any of these, proceed with caution.

No Company Information on the Website

This is a big one. A legitimate operator will display a registered company name, a Companies House number, and a physical address. If the site is vague about who runs it, that’s a problem. You can check any UK limited company for free on the Companies House register. A quick search will tell you whether the company exists, who the directors are, and whether they’ve been filing their accounts on time.

Missing or Buried Terms and Conditions

Every legitimate competition will have clear T&Cs that explain how winners are selected, when the draw takes place, and how prizes are delivered. If you can’t find these, or if they’re suspiciously short and vague, the operator probably doesn’t want you looking too closely.

No Winner Announcements

This should also raise your eyebrows. Trustworthy competition sites publish their winners, often with photos and testimonials. If a site has been running competitions for months but there’s no trace of anyone actually winning, that’s a concern.

Green Flags That Point to a Genuine Operation

On the flip side, there are clear markers of a well-run online UK prize competition site. Established platforms tend to be backed by recognised companies, display their registration details openly, and run their draws on a transparent, auditable basis. Here are a few things to look for:

A registered UK company number, easily verifiable on Companies House
Published terms and conditions with clear draw dates and prize details
A dedicated winners page with regular updates
A free postal entry route alongside paid entries
Compliance with the DCMS Voluntary Code of Good Practice
Active social media accounts with real engagement from entrants

The more of these boxes a site ticks, the more confident you can be that it’s operating properly.

How to Run a Quick Background Check Before You Enter

You don’t need to be a legal expert to vet a competition site.

Start by searching the operator’s name on Companies House and confirming the company is listed as “active” with a regular filing history.
Then read the T&Cs from top to bottom, paying attention to how winners are chosen and whether there’s a free entry route.
Finally, search for the company on Trustpilot and social media to see if real people are talking about their wins.

Those three steps will take five minutes and rule out most of the scams you’ll come across.

Know What to Look for and You’ll Stay Safe

The best competitions in the UK are run by companies that want you to trust them, because trust is what keeps entrants coming back. They’ll be transparent about who they are, how their draws work, and who’s won in the past.

If a site makes it hard to find any of that information, it’s probably not somewhere you want to spend your money. Take five minutes to check before you enter, and you’ll avoid the vast majority of scams out there.

Author Profile

Adam Regan: Deputy Editor

Features and account management. 7 years media experience. Previously covered features for online and print editions.

Email Adam@MarkMeets.com