UK Gambling Commission Introduces New Rules to Protect Consumers

The UK Gambling Commission (UKGC) has revealed a set of new regulations aimed at enhancing consumer safety and simplifying gambling promotions. These changes, which will take effect on December 19, 2025, include a ban on mixed product promotions and a limit on the number of times players must re-stake bonus funds before withdrawing winnings.

The reforms come as part of the ongoing efforts to tackle gambling-related harm, as outlined in the 2023 White Paper High Stakes: Gambling Reform for the Digital Age. By placing stricter controls on promotional practices, the UKGC seeks to reduce confusion, promote fairness, and ensure that gambling remains a safer activity for consumers.

Ban on Mixed Product Promotions

A major element of the new regulations is the prohibition of mixed product promotions. These promotions, which require consumers to engage in multiple forms of gambling—such as placing bets on sports and playing online slots—have long been a key strategy for casinos and operators seeking to cross-sell products. However, the UKGC has found that these types of offers can increase the risk of gambling harm, particularly when they involve complex terms and conditions.

The regulator explained that consumers who gamble across different products are more likely to suffer financial and behavioral harm, as the diversity of gambling activities increases the chances of developing problematic behavior. Additionally, the complexity of mixed product promotions often confuses consumers, making it harder for them to fully understand the risks involved. By banning these mixed offers, the UKGC aims to make gambling promotions simpler and more transparent for players.

Cap on Bonus Wagering Requirements

Alongside the ban on mixed product promotions, the UKGC has introduced a cap on bonus wagering requirements. Under the new rules, gambling operators will not be allowed to require players to wager bonus funds more than ten times the amount of the bonus before they can withdraw any winnings. This change is designed to reduce the likelihood of players engaging in excessive gambling.

Previously, some promotions required players to wager bonus funds as many as 50 times before they could access their winnings. The UKGC's research indicated that these high wagering requirements often led to confusion and increased gambling activity, as players tried to meet the conditions. By limiting the number of times a bonus can be re-staked, the new regulations aim to simplify the process and reduce the risk of harm.

Updates to the Licence Conditions and Codes of Practice

In addition to the changes related to promotions, the UKGC will also revise the structure and wording of Social Responsibility Code 5.1.1, which governs rewards and bonuses within the Licence Conditions and Codes of Practice (LCCP). These changes will help clarify the Commission’s expectations for operators and ensure that promotional offers align with safer gambling standards.

Tim Miller, Executive Director for Research and Policy at the UKGC, highlighted the importance of these changes in promoting consumer protection: “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.”

Impact on the Gambling Industry

The new regulations will require significant adjustments from operators. The ban on mixed product promotions will force companies to rethink their marketing strategies and find new ways to engage customers without relying on cross-selling multiple gambling products. Meanwhile, the cap on bonus wagering requirements will likely lead to simpler and more transparent bonus structures, though this may increase operational costs for operators who must adapt to the new rules.

These regulatory updates build on previous reforms, such as the enhanced marketing consent requirements set to take effect in May 2025. Together, they form part of the UK’s broader strategy to modernize gambling regulations in line with evolving consumer expectations and to create a safer, more transparent gambling environment.

Source:

UKGC to ban mixed product promotions and limit bonus wagering, LCB.org, March 30, 2025.