Clear Rules
The UK Gambling Commission (UKGC) has issued new guidance clarifying how upcoming bonus rules will be applied. The rules, which restrict how promotional offers can be structured, will come into force on 19 January 2026.
In a blog post published on 12 December, the Commission confirmed that promotions must not mixdifferent typesof gambling products. Under the new Social Responsibility Code provision 5.1.1(3b), operators “must not include more than one type of gambling product” within a single incentive. The clarification addresses lingering uncertainty from an earlier consultation.
The restriction applies across betting, casino, bingo, and lottery products, regardless of how an offer is presented. The UKGC also stressed that even free-to-play promotional games are covered by the new provision. This means operators will no longer be allowed to offer free games that provide prizes across different gambling verticals.
Typically, incentivescontaintwo elements. These are the qualifying activity and the reward or prize offered. The UKGC has now clarified that both elements must refer to the same product category unless the offer is genuinely unrestricted. Therefore, if an offer allows customers to choose among all available product categories freely, it may still bepermitted.
For example, an offer requiring customers to spend £10 on any licensed product, then receive £10 credit to use anywhere, would comply. However, where the operator restricts either the qualifying activity or the reward to a different product, the offer will breach the rules.
No Mixing Promotions
The UKGCprovidedmultiple examples which illustrate compliant and non-compliant bonus offers. A “Bet £5 and get £10 free bet” promotion is allowed because both elements fall within sports betting. In a similar vein, spending £5 on casino products to receive free spins is compliant, as both relate to casino activity.
In contrast, betting £5 on sports to receive free spins is notpermittedbecause it mixes sports betting and casino rewards. Offers combining multiple rewards, such as a free bet and free spins together, are also prohibited.
The guidance did clarify that operators may still require participation in a specific activity to unlock unrestricted bonus credit. For example, customers could be asked to place a bet to receive bonus money usable across all products.
In the December 12 blog, Senior Policy Manager PradeepRajaniasaid that the key test is consumer freedom. She said that customers must have “full freedom of choice” when using bonus credits. She added that the rules will apply regardless of whetheran initialstake isrequiredto redeem the bonus. Daily games which offer a chance to win free bets, free spins, or cash would therefore be non-compliant. This includes Coral’s Rewards Grabber and Ladbrokes’ Instant Spins promotion.
The rules form part of changes to the Licence Conditions and Codes of Practice, known as the LCCP. The measures were first announced in March and were initially expected to begin earlier than the now-slated January
