UK Gambling Commission Introduces New Restrictions on Bonuses and Promotional Offers

The UK Gambling Commission (UKGC) has confirmed a new set of measures aimed at tightening control over how gambling promotions are presented to consumers. Announced on 26 March 2025, the changes are the latest regulatory steps aligned with the government's 2023 white paper High stakes: gambling reform for the digital age.

Under the new rules, which take effect on 19 December 2025, gambling operators will no longer be permitted to offer bonuses that require participation in more than one type of gambling activity. In addition, the UKGC is placing a hard cap on wagering requirements for bonuses, limiting them to 10 times the bonus amount.

Cross-Product Offers to Be Phased Out

So-called "mixed product" promotions—bonuses that demand players engage in multiple gambling verticals like sports betting and slots—are now prohibited. The decision stems from evidence that suggests gambling across various product types increases the likelihood of harm.

The Commission said these offers often come with confusing terms and conditions, which can mislead players or make them unaware of how much they must wager before withdrawing winnings. According to the regulator, the complexity of these bundled promotions contributes to emotional and financial harm and undermines transparency.

In its public statement, the UKGC explained that “consumers are more at risk of harm when they gamble on multiple products,” and that such promotions are often “more complex and harder to understand.”

Wagering Restrictions Aim to Reduce Confusion

Alongside the cross-product ban, the UKGC will also impose a maximum10x wagering limiton any bonus-related playthrough requirements. This measure is designed to prevent consumers from unknowingly committing to excessive re-staking obligations.

For instance, if a player receives a £10 bonus, the operator will only be allowed to require up to £100 in wagering before winnings become eligible for withdrawal. Previous promotions with 30x, 40x, or even 50x wagering terms will no longer be compliant.

A UKGC study found that 70% of playershad difficulty understanding bonus wagering conditions, often leading to unexpected losses or prolonged gambling sessions. By simplifying bonus terms, the regulator hopes to create an environment where consumers can make more informed and less pressured decisions.

Tim Miller, Executive Director for Research and Policy at the UKGC, commented: “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.”

Updated LCCP Code and Operational Adjustments Ahead

The rule changes also include updates to the Social Responsibility Code 5.1.1, part of the broader Licence Conditions and Codes of Practice (LCCP). The revised text will focus on clearer definitions and expectations regarding bonuses and rewards, following strong support from respondents during the Commission’s 2023 consultation.

In the consultation response, the UKGC acknowledged the challenge of defining what constitutes acceptable incentives given the variety of promotional tactics in use. The Commission noted that “the acceptability of an incentive depends upon the context in which it is offered or accepted, and on its impact on the licensing objectives.”

What It Means for Gambling Businesses

The implications for operators are significant. With cross-sell promotions off the table, marketing teams will need to refocus efforts on single-product campaigns. The complexity of bonus mechanics will also need to be scaled back to meet the new regulatory expectations.

Operators will likely face increased costs as they adjust internal systems, retrain staff, and rework promotional messaging. Loyalty programs and long-term retention strategies may take on greater importance as cross-product engagement tools are removed from circulation.

At the same time, some businesses may choose to present their compliance as a mark of player protection, building trust through safer, simpler offers. With public awareness of gambling-related harm on the rise, transparency could become a competitive edge.

A Shift Toward Fairer, More Understandable Promotions

By capping wagering and banning mixed-product bonuses, the UKGC is prioritizing straightforward terms and minimizing risk. Players should find it easier to evaluate offers and understand what is required of them, reducing the likelihood of overextending their play or feeling misled.

As these changes approach, gambling operators have until December to adapt their strategies, overhaul bonus structures, and align with a more player-centric regulatory environment.

Source: UKGC to Ban Mixed Product Promotions and Limit Bonus Wagering, lcb.org, March 30, 2025.