Since when did the rules change where someone who wins a prize(s) has to pay the taxes first?
Back in the Barker era, when my wife won some consolation prizes, we were sent an IRS form (1099?) stating the value of the prizes and we were only to declare it on our next tax filings. We didn't have to pay for the taxes up front in order to get our prizes shipped (although if you won cash, I would think they could arrange take out all taxes first and give you the rest like a regular paycheck) .
And having to pay "taxes" or "fees" before receiving your "gifts" is considered a big red flag, according to all the anti-scam commercials and news reports on TV.