UK Gambling Commission Proposes Stricter Rules on Bonus Advertising and Wagering Requirements

14 October 2026

The UK Gambling Commission has announced significant changes to the rules governing promotional offers and wagering requirements in the gambling sector. The new measures, which come into effect on 19 January 2026, aim to make gambling promotions safer and clearer for consumers. Key changes include a ban on mixed-product incentives and a cap on wagering requirements at 10 times the bonus value.

Mixed-Product Promotions Prohibited

A major change sees the commission outright banning promotional offers that encourage consumers to bet across multiple gambling products. This means an end to offers requiring a customer to place a sports bet to unlock free spins on a casino slot. "The Commission believes that wagering requirements on mixed-product incentives can cause confusion and lead to excessive or harmful gambling," says Neil McArthur, the Commission's CEO. "Our new rules will stop this from happening."

High Wagering Requirements Curbed

Alongside the ban, the commission has set a strict cap on wagering requirements. Under the new rules, a £10 bonus could have a maximum wagering requirement of £100. According to the commission, anything beyond this "can mislead consumers and lead them to gamble for longer and at a faster pace than they usually would."

The commission forecasts operators may need to revise their promotions, landing pages, and even their terms and conditions in light of the changes. It indicates that a more transparent and social-based approach to incentives is required from operators.

Regulatory Context and Next Steps

The Commission's broader strategy to promote responsible gaming offers context for these changes. Their consultation response on socially responsible incentives, which runs for 4 weeks from 6 December 2023, indicates a similar tone. The commission decided to press ahead with the 10-times wagering cap, the mixed-product ban, and to amend the structure of LCCP SR Code 5.1.1 'Rewards and Bonuses'.

Notably, the commission decided not to proceed with language that would have prevented licensees from designing incentives so as to jeopardize over-gambling. This might disappoint those hoping for harsher restrictions.

Furthermore, the commission's adjustments are consistent with the UK government's broader goals for gambling reform, which were made public in response to public pressure.

The upheld rules should carry reputational wins for operators over the medium term. But some will need to shift onto short-term bonuses and incentives to reward devoted gaming operators, which is good for their business and communication norms.