The UK Gambling Commission (UKGC) has unveiled significant new regulations targeting promotional bonuses, set to take effect from December 19th, 2025.
These measures aim to protect consumers by addressing potentially harmful marketing practices and simplifying promotional offers across the gambling industry.
Under the revised regulations, operators will no longer be permitted to offer bonuses contingent upon customers participating in multiple gambling products, such as combining sports betting with slot games.
Research highlighted by the Commission demonstrates that consumers engaging in mixed-product promotions face increased risks and confusion due to complicated terms and conditions.
The UKGC will also enforce a cap on wagering requirements. Under the new rules, bonus amounts can only require customers to re-stake funds a maximum of 10 times before withdrawal is permitted. Previously, wagering requirements often extended to 50 times or more, prompting extended gambling sessions and potential harm.
These changes follow a period of extensive consultation with charities, public health bodies and academic experts broadly supporting simplified, safer promotional strategies.
However, some industry stakeholders have raised concerns about potential limitations to customer choice and business impacts. The Commission has clarified that single-product promotions remain permissible under the new guidelines.
These adjustments are part of broader regulatory reforms initiated by the UK government’s 2023 White Paper, High Stakes: Gambling Reform for the Digital Age, which advocates modernization of gambling legislation to enhance consumer protection in an increasingly digital industry.
Tim Miller, Executive Director for Research & Policy at the UKGC, says: “These changes will better protect consumers from gambling harm and provide greater clarity and certainty on promotional offers.”
