Dafydd Bayliss, a 31-year-old from South Wales, experienced the elation of winning an £18,000 cash prize in an online competition run by Level Up Giveaways, only to have his joy quickly turn to disappointment and frustration. After years of participating in online giveaways, Bayliss finally secured a win in September 2023, intending to use the money for much-needed home improvements. He chose the cash equivalent of a BMW M3, believing it the more practical option. Initial communication with the company director, Anton Hall, was positive, reinforcing Bayliss’s belief that his prize was forthcoming. However, three months later, the promised funds had failed to materialize.
The lack of payment left Bayliss feeling disillusioned and resigned to the possibility of never receiving his winnings. His story mirrors that of several other Level Up Giveaways participants who also reported unfulfilled prize promises. The company, formerly based in West Yorkshire, appears to owe substantial sums to numerous winners, raising serious concerns about its financial stability and ethical practices. Bayliss’s mother reported the company to Trading Standards and Action Fraud, hoping to initiate an investigation into the company’s operations. Despite Hall’s assurances that he would endeavor to pay all outstanding winnings, the company’s website ceased functioning shortly before Christmas, adding to the growing skepticism surrounding Level Up Giveaways.
The situation highlights the lack of regulation within the online prize competition industry, leaving participants vulnerable to unscrupulous operators. While Hall claimed his business had simply failed, his explanation offered little comfort to those still awaiting their prizes. The abrupt cessation of the company’s online presence further fueled suspicions, leaving winners with little recourse. The absence of clear oversight and enforcement mechanisms within the industry allows companies like Level Up Giveaways to operate with apparent impunity, leaving participants with little protection.
Unexpectedly, Bayliss’s story took a positive turn thanks to the intervention of Robbie Savage, the owner of a separate competition company, Rev Comps. Savage, disturbed by Bayliss’s experience and motivated by a desire to improve ethical standards within the industry, personally donated the full £18,000 to Bayliss. This act of generosity not only provided Bayliss with his deserved winnings but also brought attention to the need for greater regulation and accountability within the online competition sector.
Savage’s gesture underscores the importance of responsible business practices and the potential for individuals within an industry to self-regulate and promote ethical behavior. His decision to donate the entire sum highlights the disparity between his own business practices and those of Level Up Giveaways. Savage’s actions also served to amplify calls for increased oversight and regulation, aiming to prevent similar situations from occurring in the future.
This case serves as a cautionary tale for those participating in online competitions. It underscores the importance of researching the credibility and reputation of any company offering prizes before entering. The lack of robust regulation in this sector necessitates vigilance on the part of consumers. The Advertising Standards Authority (ASA) offers guidance on consumer rights regarding promotional prize draws, emphasizing the responsibility of promoters to ensure adequate resources and to avoid causing unnecessary disappointment. The incident also highlights the need for stronger legal frameworks to protect consumers and hold companies accountable for fulfilling their prize obligations.
