New UK rules shake up gambling promotions and challenge cross-sell tactics
The UK Gambling Commission is rolling the dice on a new hand of consumer protections. On 26 March, the regulator confirmed sweeping changes to promotional rules designed to simplify offers and reduce gambling harm. Operators must now prepare for a fundamental shift in how they advertise bonuses — with cross-sell promotions banned and bonus wagering requirements capped.
The move is part of a broader push for reform under the 2023 White Paper High stakes gambling reform for the digital age, which has already introduced proposals on affordability checks, safer game design, and marketing restrictions.
Cross-product bonuses get the boot
From 19 December 2025, operators will no longer be allowed to run mixed product promotions — offers requiring consumers to participate in two or more gambling activities, such as betting and playing slots, to unlock a bonus.
The Commission’s decision is grounded in evidence that gambling across multiple products increases the risk of harm. Players engaged in multi-product gambling are statistically more likely to experience financial, emotional, or behavioural difficulties. Confusing promotional terms only adds to the risk of harm.
“Consumers are more at risk of harm when they gamble on multiple products,” the regulator stated, adding that such promotions are “more complex and harder to understand,” particularly when loaded with opaque terms and hidden conditions.
Having faced much scrutiny over the previous year, the UKGC is under the spotlight to address several pressing issues.
Bonus wagering rules get a new deal
Bonus wagering is also getting a major reset. Under the new rules, operators will be limited to a tenfold cap on wagering — meaning that if a customer receives a £10 bonus, they can be asked to re-stake no more than £100 before becoming eligible to withdraw winnings.
Gone are the days of fifty-times rollover offers, which forced players to re-stake hundreds — sometimes thousands — before seeing a penny in return. The Commission said this cap will make offers “simpler, fairer and less likely to lead to excessive gambling.”
Research by the Commission found that seven in ten players struggled to understand how wagering requirements work, with many only realising the full cost of the offer after spending well beyond their means.
Tim Miller, Executive Director for Research and Policy, commented:
“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.”
A marketing rethink for operators
The financial and operational implications for the gambling industry could be substantial. Once an important tool for cross-selling between betting, casino, and slots, mixed product promotions are now off the table. Operators now need to rethink how they structure incentives.
1. Standalone product offers become the focus
Marketing strategies must now centre on single-product promotions. A slot-free spin can no longer sit alongside a sports betting bonus. Each offer must stand alone. Each offer has to stand on its own, which means sharper targeting and a more personal approach.
2. Simplified offers will dominate
Transparency is no longer optional. Complex bonus mechanics may soon be a relic of the past as operators streamline offers to remain compliant — and to keep customers on their side.
3. Operational costs likely to rise
Marketing teams will face creative and regulatory challenges.
Designing compliant promotions, rewording terms and conditions, retraining teams, and adjusting systems will all come with a cost.
Customer segmentation and personalised offers may take priority, but they’ll demand more investment in analytics and UX.
4. Player retention just got tougher
Without cross-product promotions, retention becomes trickier. Operators often used them to nudge sports bettors into slots or vice versa — but with those tactics off the table, loyalty programmes or longer-term retention tools may take their place.
5. Responsible gambling could become a selling point
Some operators may spin compliance into a strength, using safer, simpler promotions to build trust. A campaign framed around fairness and player protection may resonate with a public that is more aware of gambling harm than ever before.
Some operators may now use compliance as a selling point, promoting safer, simpler offers as a mark of trust. As awareness of gambling harm grows, campaigns rooted in fairness may carry more weight.
When does a promotion cross the line?
The Gambling Commission says a promotion tips into harmful territory when it:
- Raises the risk of gambling-related harm
- Leaves players confused by unclear or complex terms
- Pushes longer or more intense gambling than intended
It’s that definition that drives the new rules — from reworking Code 5.1.1 to cutting out dual-product deals and over-the-top bonus demands.
What this means for players
When rules are clearer, choices feel easier. Fewer traps. Fewer regrets. Research shows that high re-staking requirements often lead players to gamble more than they intended — while lower ones can actually improve recall and reduce disappointment.
Behavioural data from previous consultations suggests that players are less likely to feel misled when promotional terms are easy to understand. The Commission hopes the 10x cap will ensure players gamble on their terms, not the operators’.
Industry pushback incoming?
While many operators support the goals of safer gambling, there’s little doubt these changes will dent marketing power — and revenue. Indeed, the UK Gambling Commission (UKGC) itself was recently taken to court over its regulatory inquiry into Betfair.
Some see the ban as a blow to engagement, cutting off a tool that brought players into new games. Others warn that it narrows the choice and could send players to less regulated, offshore alternatives.
Some in the industry may see this as another nail in the coffin for traditional marketing tactics — a sign that promotional mechanics innovation must now work within a tighter regulatory box.
These rules land just ahead of the festive season — always a busy time for gambling. Operators now have nine months to adapt, test, and roll out compliant strategies.
But for now, the message from the Gambling Commission is unequivocal: promotions must be safer, simpler, and better aligned with public protection.
