UKGC Cracks Down on Promotional Offers in Push for Safer Gambling

The United Kingdom gambling landscape is set to shift once more after the announcement of new UK Gambling Commission (UKGC) rules.

The new measures look to overhaul how licensed gambling operators design and promote bonus offers. This has already attracted significant criticism from pro-gambling lobbyists, who argue that this will drive further UK gamblers to crypto casinos and other offshore operators.

The changes will come into effect on 19 December 2025 and include a ban on mixed-product promotions and a cap on bonus wagering requirements. The UKGC has suggested that these policies aim to reduce consumer harm and improve clarity.

The measures follow the 2023 consultation and form part of broader reforms outlined in the government’s “High Stakes: Gambling Reform for the Digital Age” whitepaper.

Mixed-Product Promotions Banned by UKGC

One of the most significant changes is the prohibition of promotional incentives that span multiple gambling product categories. This would capture offers from an operator that would require both slot play and sports betting to qualify.

The UKGC’s response to consultation states that: “evidence shows consumers are more at risk of harm when they gamble on multiple products rather than a single product.”

Proponents of the ban also criticized mixed-product offers. One suggested that the new rule was “a responsible step forward toward harm prevention.” Another said that it would result in offers that are “easier to understand and less likely to mislead or pressure consumers.”

Public health advocates, charities, and academics cited findings from the Pattern of Play (2022) report, which found a strong correlation between multi-product gambling and higher cases of users experiencing gambling-related harm.

Gambling incumbents, however, had a more negative reaction. They warned that banning mixed-product promotions could restrict consumer choice and product variety and was not in the customers’ interest. There were also calls for clearer guidance on whether flexible, credit-based bonuses such as “£10 to use on any product” would fall under the new UKGC legislation. 

Playthrough Requirements Capped at 10x

The UKGC will also introduce a 10x cap on bonus playthrough requirements. Under the new rules, for example, a £10 bonus cannot require more than £100 in wagers before it becomes withdrawable to the customer.

This change addresses a common consumer complaint about excessive and unclear conditions tied to so-called “free” bonuses. As the Commission noted, “high wagering requirements could confuse consumers and lead them to gamble for longer, and faster, than they are used to.” The UKGC is intending to reduce that risk, and provide a fairer deal for gambling customers.

Support for the cap was mixed. Just over half of consultation respondents endorsed the limit, while others argued that even moderate wagering conditions are harmful and should be banned outright.

Operators, by contrast, argued that some wagering requirements are essential to guard against abuse of promotional offers, such as bonus farming or bot exploitation. Several stated that the 10x cap represented the only commercially viable compromise, noting that a lower threshold could effectively act as a de facto ban on bonusing.

UKGC Shift Toward Safer, Fairer Gambling

Tim Miller, Executive Director for Research and Policy at the UKGC, said the new rules represent a clear step forward in protecting players from misleading or potentially harmful incentives. He said: “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.”

“We’ve been clear that we want to make gambling safer, fairer and free from misleading terms and conditions. Today’s changes are part of our wider efforts to ensure that incentives are not used in ways that can unfairly entice or pressure people to gamble more than they might otherwise,” Miller continued.