The Prize Competition Council (PCC), a United Kingdom trade association for prize competitions, has appointed Tom Banks as its first executive director. Banks, who was most recently head of external relations at FDJ United, brings more than 13 years of public affairs and communications experience to the role. The council said its immediate focus is helping member companies follow the DCMS Code of Good Practice for Prize Draw Operators.
Appointment and responsibilities
The PCC said Banks will lead its engagement with government, regulators and the media, and will assist members in meeting code requirements. He is also expected to promote responsible practices and persuade more operators to join. Since the council was established earlier this year, its membership has increased from eight founding companies to 65, according to Yogonet and London TV. The council represents members in conversations with government, regulators, the media and other stakeholders.
Tom Banks’ professional background
Banks has worked for more than 13 years in public affairs, corporate communications and reputation roles, including election-related and political party work. He advised Kindred for four years as a consultant at Public First, then spent another four years in-house, ending as head of external relations at FDJ United. His work has covered government outreach, regulatory changes in the UK and Europe, consumer protection, social responsibility and public-facing campaigns, as iGaming Business reported. That background matches the council's aim of explaining how responsible prize-competition operators work.
Immediate focus on the DCMS Code
George McGregor, independent chair of the PCC, said the council's first task is to help members comply with the DCMS Code. McGregor said Banks can explain complex regulatory matters to government, regulators and the media across the UK and Europe. He added that Banks understands the pressure on consumer-facing businesses and the importance of backing claims with evidence. Banks said he will start by listening to members and supporting their code-related work, and he wants the council to highlight the standards responsible operators meet. The code is designed to make terms and conditions, entry routes and prize fulfillment clear, and to prevent misleading or exploitative behavior.
Membership growth and board
Other board members include Chris Jennings of Winvia Entertainment, which recently purchased Giveaway Guys, and Declan Murphy of Pristine Competitions. The PCC was created in July 2026 to give the prize-competition market a collective voice and to support adherence to the code. A Rokker white paper published in August estimated that roughly 195 operators had signed the code by late July 2026, along with 31 service providers. Rokker also calculated that those signatories accounted for less than 20 percent of active operators at the time.
Sector representation and outlook
Banks noted that prize draws and competitions attract large numbers of participants across the UK every year. He believes the council should explain how the market operates, champion responsible operators and ensure the sector's views are considered in decisions that affect it. Banks also wants the council to engage early and constructively with government, regulators and the media while continuing to raise standards across the market. He said he looks forward to working with McGregor, the board and the PCC's members.
