UK Gambling Commission Tightens Advertising and Trading Rules on Free Spins, Welcome Bonuses

06 November 2026

Consultation Response Establishes Cap on Wagering Requirements, Ban on Mixing Products

The UK Gambling Commission is consulting on amendments to the Licence Conditions and Codes of Practice (LCCP) and Remote Technical Standards (RTS), aiming to make promotional incentives more socially responsible. The consultation, which closes on 21 February 2024, proposes changes including caps on wagering requirements and restrictions on combining products within incentives.

Structural Changes to LCCP SR Code 5.1.1

The consultation seeks views on proposed changes to LCCP Social Responsibility Code 5.1.1, which covers rewards and bonuses. Key proposals include:

Capping wagering requirements: The Commission has stated that high wagering requirements can increase the risk of harm by encouraging excessive gambling. To address this, the consultation proposes limiting wagering to a maximum of 10 times the bonus amount.

Banning mixed incentives: Many promotional offers combine different product types, such as free bets with casino spins. The Commission believes this can cause consumer confusion and higher risk. The consultation proposes banning mixed product types, requiring bonuses to match the product wagered.

Much of the consultation focuses on clarifying these changes and strengthening customer protections. Other areas include transparency of incentives, safeguards for new customers, and rules around repeat promotions. The overall goal is reducing potential harm from poorly regulated incentives.

New Incentive Regime to Start 19 January 2026

The Gambling Commission has confirmed that any approved changes to LCCP and RTS would take effect from 19 January 2026. Beyond affecting incentive structures, the changes will impact marketing. The Commission states: "Operators must clearly communicate the financial commitment required to access incentives and the benefits customers can expect."

Companies Should Verify No Deposit Incentives

Industry analysis highlights the practical effects of the new rules. Promotional offers will still include various restrictions like wagering requirements, time limits, game exclusions and maximum bet rules, even with the new cap. Operators will need to carefully structure and present these terms.

The analysis also recommends implementing no-deposit bonus policies requiring customer verification before claiming incentives, not just at withdrawal. This approach helps guide customers toward safer gambling habits by preventing fake accounts and repeat abuse of promotions. Marketing teams will need to adapt their strategies accordingly.