New rules to make gambling promotions ‘safer and simpler’ for players
The UK Gambling Commission (UKGC) have announced new rules to make gambling bonuses ‘safer and simpler’ for players. This means that promotions which require people to play two or more products, such as sports betting and slots, will be banned under the new laws that are set to be introduced to the market on 19 January 2026.
In addition, offers that require a wagering requirement will now be limited to 10x and to ensure increased clarity of companies’ social responsibility, the UKGC will update its structure and wording of its Social Responsibility Code.
Tim Miller, Executive Director for Research and Policy, 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.”
What does the new UKGC restriction mean?
Under current rules, gambling companies are allowed to offer players bonuses that require deposits and/or stakes on two or more products. For example, players might need to place a sports bet and play on slots before ‘unlocking’ an offer.
However, evidence revealed by the UKGC in their ‘Patterns of Play’ study shows that those who play two or more products, such as sports betting and casino, are ‘more at risk of harm’ than those who just play one. In addition, the regulatory body said these offers can also be confusing for players to understand.
Meanwhile, under the new laws, wagering requirements will be capped at 10x what a player can get from a bonus.
Previously, this amount can be as high as 65x on some promotions, meaning players have had to spend 65 times the bonus amount before being able to withdraw any winnings from bonuses into their bank accounts.
To put it simply, if you claim a £10 bonus with a 50 times wagering requirement this means you will have to win £500 – from your bonus/initial deposit – before any winnings can be withdrawn. The Commission said such high wagering requirements confused consumers and led them to gamble for longer.
Betting companies push back
However, betting companies were critical of the proposals when they were first proposed in the 2023 Gambling White Paper. They highlighted that it would limit marketing flexibility and inevitably force the end to popular promotions, as well as reducing the choice for players.
Plus, as is so often the case with new rules enforced on the regulated market, it might push players to the black market where companies are free to offer players better offers under worse terms. As such, putting their safety at greater risk.
However, the legislation is here and that means gambling companies in the UK will need to find new and innovative ways to attract customers to their site. Players will now be able to enjoy similar offers wherever they play, so companies may inadvertently improve products, safer gambling tools and their user-experiences to help acquire new customers.
Either way, the new rules will need to be followed by every gambling company in the regulated UK market. That means players should be able to enjoy offers that are easier to claim and understand.
