New guidelines have been released by the UK Gambling Commission (UKGC) to improve consumer safety and transparency in gambling promotions. Operators will be prohibited from engaging in damaging advertising activities as of December 19, 2025, in accordance with the suggestions made in the 2023 White Paper “High Stakes: Gambling Reform for the Digital Age.”
Gambling establishments will no longer be permitted to run promotions that require customers to engage in several forms of gambling under the new rules. Promotions that combine slot games and betting, for example, will not be allowed.
The Commission’s research indicates that players exposed to mixed-product promotions face a greater risk of harm. Moreover, complex terms and conditions often confuse consumers, leading to unintended gambling behavior. The ban aims to reduce this risk while ensuring fairer and simpler promotional offers.
Wagering Requirements Capped at Ten Times
Another significant change involves limiting bonus wagering requirements. Operators often impose conditions that require players to wager their winnings multiple times before making a withdrawal. For example, a £10 bonus with a 50x wagering requirement forces a player to gamble £500 before accessing their winnings.
To prevent excessive gambling and reduce confusion, the UKGC has capped these wagering requirements at 10x. This change provides greater transparency while maintaining player choice. It also minimizes the risk of consumers gambling longer than intended.
To enhance understanding of operator responsibilities, the UKGC will also revise the wording of Social Responsibility Code 5.1.1 within the Licence Conditions and Codes of Practice (LCCP). The updated language will offer clearer expectations regarding rewards and bonuses, helping businesses comply with the new regulations.
Tim Miller, Executive Director for Research and Policy at the UKGC, emphasized the significance of these updates: “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.”
With these reforms, the UKGC continues to prioritize consumer protection, promoting safer gambling environments across the industry.
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