The UK Gambling Commission (UKGC) will enforce a ban on mixed product promotions starting January 19th, 2026. This update to the License Conditions & Codes of Practice (LCCP) aims to prevent operators from promoting offers that require betting on multiple product types, enhancing consumer protection and clarity.
The ban specifically targets promotions that link different gambling categories, such as needing a sports bet to earn free spins in a casino. Additionally, the Commission is limiting bonus wagering to 10x the bonus amount to simplify offers and reduce potential harm.
The Commission expressed concern that mixed product offers might confuse customers with complex terms and pose a greater risk when betting on multiple products.
Tim Miller, UKGC spokesperson, says that the new rules “will better protect consumers from harm caused by gambling,” and give people “much more clarity and certainty about the offers before deciding to sign up.”
The UKGC’s guidelines stipulate that both the qualifying action and the reward in a promotion must align within the same category, ensuring straightforward compliance. For instance, a bet-related promotion should offer a betting reward, while a casino-related promotion should offer a casino bonus.
Pradeep Rajania of the Commission outlined that the new Provision 5.1.1(3b) aims to “prohibit the mixing of products within an individual promotional or incentive offer.”
This means that the ‘Bet £5.oo and win a £5.00 free bet’ model remains valid, while the ‘Bet £5.00 and win 20 free spins’ model does not.
These changes are part of a broader initiative focused on reducing risk and enhancing readability. High wagering requirements, such as a £10 bonus needing £500 in wagers, could lead to longer, unintended gambling sessions. The 10x limit intends to mitigate this by making offers more understandable.
Operators must audit and adjust all acquisition and retention offers that mix product categories. This includes modifying sign-up bonuses, recharges, missions and daily rewards that link different products.
The Commission emphasises that restructuring incentives, not just altering advertising or communication methods, is essential. Affiliates and media partners should also prepare to update creative assets and campaign strategies accordingly.
