Online gambling operators licensed by the UKGC are preparing for new restrictions on promotions from January 19, 2026. The changes impose a 10x limit on wagering requirements and ban cross-selling bonuses that combine multiple gambling products within a single incentive.

The UKGC announced the new measures in March 2025. They form part of a broader package of reforms aimed at reducing gambling-related harm and improving transparency around promotional offers.

As the implementation date approaches, the Gambling Commission has published guidance to help operators comply with the new rules. This article explores the implications of the latest promotional requirements on the industry and players.

Overview of the New Rules

Under revised Social Responsibility Code 5.1.1 of the Licence Conditions and Codes of Practice, two core changes will apply to all licensed operators.

First, wagering requirements must not exceed ten times the bonus value. This applies regardless of whether the offer consists of free bets, matched deposits, or free spins.

Second, bonuses must apply to a single gambling product only. Operators will no longer be allowed to offer incentives that combine or link products, such as sports betting, casino, bingo, or lottery, within a single promotion.

Why the UKGC Is Tightening Bonus Rules

The bonus reforms stem from the UKGC’s autumn 2023 consultation on proposed changes to the Licence Conditions and Codes of Practice. The aim was to ensure that bonuses are socially responsible and do not cause harmful or excessive gambling.

In its consultation response published in March 2025, the Commission concluded that high wagering requirements and cross-product bonuses posed avoidable risks:

• High wagering requirements – offers with 30x playthrough or higher could confuse players and encourage longer, faster play and increased spending.
• Cross-selling incentives – evidence shows players are more at risk of harm when gambling on multiple products, while complex terms could cause confusion.

The regulator’s position is that incentives should be easier to comprehend, more proportionate in risk, and less likely to drive excessive gambling in pursuit of withdrawals.

Additional Guidance for Operators

In December 2025, the Gambling Commission published further guidance clarifying how operators should apply the new rules in practice. It focused on LCCP SR Code provision 5.1.1(3b), which bans the mixing of gambling products in a single promotion.

To illustrate the impact of the changes, the Commission provided examples of compliant and non-compliant bonus structures. Here are some of the types of incentives presented:

An interesting point covered in the guidelines is that the new bonus rules also apply to free-to-play games. Regardless of whether a stake is required to win a reward, operators cannot offer the chance to win rewards covering different gambling products.

Impact on Players

For players, the changes are likely to make bonuses easier to understand and less costly to complete. Lower wagering requirements reduce the number of bets needed before a withdrawal, limiting time spent gambling and potential losses.

The ban on cross-product promotions also strengthens player choice and control. Customers who accept a sports betting offer, for example, will no longer be required or encouraged to play casino games to release winnings.

While operators may offer fewer high-headline bonuses, the Commission argues that players will benefit from incentives that are more transparent and more achievable in practice.

Impact on the Industry

For operators, the changes require careful review of promotional strategies. They will need to redesign bonuses to fit within the 10x cap and make sure that each incentive is tied to a single product vertical. Key operational steps include:

• Auditing all current and planned bonuses
• Separating promotional campaigns by product type
• Updating terms and conditions and customer messaging
• Training marketing and compliance teams on the revised rules

The UKGC has made clear that these requirements are enforceable license conditions. Non-compliant bonuses offered after January 19 may expose operators to regulatory action, including fines or a review of their license.

Part of a Wider Safer Gambling Strategy

The bonus reforms sit alongside other regulatory changes introduced or announced in recent years. Measures include stricter affordability checks, improved customer interaction requirements, and more advanced data reporting obligations. UK gambling harm funding has also been redefined, with the introduction of a statutory levy.

At the same time, the UK is boosting gambling investment to improve compliance and strengthen customer protection. Together, these measures reflect a shift toward preventative regulation. Rather than reacting to harm after it occurs, the UKGC is increasingly focused on reducing the structural risks inherent in gambling products and promotions.

The Commission has stated that it will continue to monitor the impact of the new bonus rules. It will assess whether further adjustments are needed based on evidence of consumer experiences.

What to Expect from January 19

When the rules take effect, players are likely to notice immediate changes in how bonuses are presented and structured across UK-licensed sites. Offers will be more uniform, more limited in scope, and clearer in their conditions.

For operators, January 19 marks the shift from preparation to enforcement. Companies that have already aligned with the guidance should face minimal disruption, while those that have not will need to act quickly.

The reforms may not eliminate debate around bonuses, but they represent a clear regulatory line on how far incentives can go in encouraging play. As implementation approaches, both operators and consumers will be closely watching to see how the UK market adjusts to a simpler and more restrictive approach to gambling promotions.