The UK Gambling Commission (UKGC) has unveiled sweeping new regulations that will dramatically change how gambling operators structure promotional offers. Announced on 26 March 2025, the reforms are aimed at simplifying bonuses, improving transparency, and reducing player harm—especially ahead of the holiday season when gambling activity traditionally surges.
Set to take effect on 19 December 2025, the changes include a ban on mixed product promotional offers—bonuses that require players to participate in more than one type of gambling product, such as both sports betting and online slots, to unlock rewards. The move comes as part of the wider legislative effort outlined in the 2023 Gambling Act white paper titled High stakes: gambling reform for the digital age.
Cross-Sell Promotions Deemed Too Risky
According to the UKGC, mixed product offers pose an increased risk to consumers. By encouraging participation across different gambling verticals, they can lead to higher levels of gambling harm. The regulator noted that such offers often include complicated terms and conditions, further muddying the waters for consumers.
“There is also the risk that mixed product promotions confuse consumers because of complex terms and conditions,” the Commission stated, adding that players are statistically more likely to suffer harm when they gamble across multiple products rather than a single one.
This crackdown eliminates a previously common marketing tactic where players were nudged from one platform to another, such as from a sportsbook to a casino lobby, using bundled bonuses as incentives. With that route closed operators are now expected to pivot to standalone, product-specific offers.
Wagering Requirements Capped at 10x
A central part of the new framework limits bonus wagering requirements to no more than ten times the bonus value. For instance, a £10 bonus can only require a maximum of £100 in re-staking before withdrawal of winnings becomes possible.
This measure comes in response to player confusion and frustration with high rollover demands. Previous promotions often included wagering requirements of 40x or 50x, translating to hundreds—or even thousands—of pounds in mandatory bets before winnings could be accessed.
Gone are the days of opaque bonus systems, says the Commission. “These changes will better protect consumers from gambling harm and give consumers much better clarity on, and certainty of, offers before they decide to sign up,” said Tim Miller, Executive Director for Research and Policy at the UKGC.
Industry-Wide Implications
These regulatory updates also include a revision of Social Responsibility Code 5.1.1 (Rewards and Bonuses) within the Licence Conditions and Codes of Practice (LCCP). The updated structure and wording are intended to clarify the Commission’s expectations and eliminate ambiguity in bonus policies.
In its consultation response, the UKGC noted that “most respondents agreed with the need to make changes to the structure, wording and the policy intent” of the LCCP code. The Commission acknowledged that crafting rules for bonuses is challenging due to the wide range of incentives offered, stating, “The acceptability of an incentive depends upon the context in which it is offered or accepted, and on its impact on the licensing objectives.”
Impact on Operators: Creative and Financial Challenges
The updated rules are expected to have significant operational consequences for gambling businesses:
- Bonus Strategy Overhaul: Without cross-product promotions, operators must now develop separate campaigns for each gambling vertical, such as casino, sports, or bingo.
- Marketing Redesign: Teams will need to rethink how promotions are advertised, using clearer terms and simplified mechanics to meet compliance standards.
- Increased Costs: Adjusting backend systems, rewriting terms and conditions, retraining staff, and reengineering bonus systems are likely to raise costs.
- Retention Strategies in Flux: Operators who relied on cross-promotions for user engagement will need to explore alternatives such as loyalty programs and personalised offers.
While the changes are likely to limit the scope of promotional creativity, some operators may turn regulatory compliance into a competitive advantage. Transparent, safer offers could appeal to a growing base of customers who are wary of hidden terms and misleading incentives.
Better Clarity Means Safer Play
The UKGC has been under increasing scrutiny to balance industry innovation with public protection. Research from previous consultations showed that 70% of players had difficulty understanding wagering requirements, often leading to unplanned spending and frustration.
By imposing a 10x wagering cap and banning mixed-product incentives, the regulator aims to foster a gambling environment where terms are easier to understand and choices are clearer.
Whether the new rules will lead to long-term behavioral change or simply shift the structure of promotions remains to be seen. But the Commission’s message is clear: future promotions must prioritize player safety, simplicity, and fairness over aggressive cross-selling.
Source:
UKGC to Ban Mixed Product Promotions and Limit Bonus Wagering, LCB.ORG, March 30, 2025.
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