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UK Gambling Commission Opens Consultation on Stricter Bonus Advertising Rules for Online Casinos

22 October 2026

The UK Gambling Commission has tightened the screws on promotional offers and bonus advertising for online casinos. Now, the regulator has proposed a series of changes it says will make incentives "safer and simpler" while providing greater consumer protection.

Announced on 26 March 2025, the long-awaited modifications to the LCCP and revised advertising guidance follow a 12-week consultation that drew to a close in February 2024. The "socially responsible incentives" consultation sought views on three key issues relating to the marketing of online gambling.

On wagering, the regulator proposed banning all wagering requirements on bonus funds, or capping them at 1, 5, or 10 times the value of the bonus. Concerned that consumers could enter a cycle of increased intensity and potential harm, the Commission pointed to evidence that high wagering requirements could have this effect.

The final decision, announced in the 26 March release, states a 10-time limit. "At the end of the consultation, the Commission decided that a wagering cap would be effective, and 10 times was the most suitable maximum."

On mixed-product promotions, the consultation worried that combining incentives such as free bets with casino free spins could "confuse consumers and exacerbate risk". In a move certain to reshape the market, the Commission has confirmed a ban on incentives offering two or more gambling product formats. "Mixed product offers are a principal concern, given the varied risks associated with each product and the potential for consumers to migrate to higher risk activities."

Finally, the Gambling Commission has proposed changes to LCCP Social Responsibility code 5.1.1 (Rewards and Bonuses) changes. In its guidance, the Commission says all "terms, qualifications and restrictions" must be prominently displayed in advertising, on landing pages and in offers. The 2025 changes will clarify its expectations, the Commission says.

The regulator also made its position clear on two other hot topics.

First, licensees must ensure that the terms of promotional offers are available for the full duration of the promotion. This matches the existing requirement that all other advertising information is provided "transparently, prominently, and easily understood by the target audience".

And second, the Commission gave a stark riff on mixed-meter advertising. Defending one example of current practice, the Commission said: "The Gambling Commission acknowledges that some operators are now using advertisements requiring in-play bets, for example using social media to promote time sensitive in-play opportunities. The regulator would have concerns if these practices were used extensively to entice consumers to make multiple bets."

Far from a one-off, the 26 March announcement is the latest stage in a rolling program of regulatory assault. The consultation paves the way for the implementation of a raft of reform proposals set out in the UK Government's 2023 gambling white paper, High Stakes.

On bonuses and incentives, the white paper makes the Commission's remit clear. "Incentives such as free bets and bonuses will be reviewed", it states, "to ensure they do not encourage excessive or harmful gambling, are socially responsible and comply with the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code)."

Indeed, the Commission made its concerns about mixed-product promotions clear in its 2023 consultation on VIP treatment. "Ensuring VIP incentive schemes are fair, transparent and socially responsible is important", the consultation states. "This published consultation concerns high-value players. However, we will be considering opportunities to deliver consistent and proportionate protections for players of all levels".

Similarly, it identified three priority issues, one of which is online advertising. The regulator called for better "equality of incentives" and improved consumer awareness of terms, wagering requirements, and the availability of incentives to new versus existing customers.

The changes will come into force on 19 January 2026.