New Rules Regarding Bonuses To Come Into Force in January
The way in which UK online casinos offer promotions is due to change in January 2026.
Just a month before the new rules come into place, the UK Gambling Commission (UKGC) has published some new guidance for licensed operators.
Why Promotions Are So Important to Online Casinos
Promotions are such an important area for online casinos. In a very competitive UK market, the offering of bonuses to attract new customers is widespread.
They are also employed to help keep their site members happy and not move to another online casino.
Growing Concerns Over Gambling Harm
However, this marketing policy has come under fire with many critics believing the offers can cause players to continue gambling, even if they are having problems doing so and suffering harm.
Criticism of Bonus Terms and Conditions
The terms and conditions attached to offers such as free spins and matched deposits have also been heavily criticised.
It is not a question of a player being given bonus money that can immediately be withdrawn from their account.
It is far more complicated than that and there has been plenty of criticism over terms and conditions that are considered to be far too restrictive and difficult to understand.
Wagering Requirements Explained
Wagering requirements can often be way too high and that is considered a major problem. For example, £20 in free spins may be offered to a player.
However, there may be a need to spend that amount 20x before a withdrawal can be made. £400 would have to be wagered and that makes it difficult to actually withdraw any funds.
Such a requirement has also been criticised for encouraging players to gamble more than they may want to. Under the new rules, the maximum wagering requirement will be 10x.
Different Gambling Products Under One Roof
Online gambling sites are divided up into several sections. These include sports betting, casino, lottery games and bingo.
While there are some players who will regularly gamble in all these areas, there are others who just want to play in one of the sections and have no interest in the others.
What Are Cross-Selling Promotions?
Operators will of course want to see their customers using as much of their site as possible and this is where what is known as cross-selling promotions come into play.
These see two different types of gambling being mixed up into one offer. This has been another activity that has been heavily criticised by anti-gambling campaigners.
They argue that the offers can see players extend the range of products on which they place wagers on. The UKGC is now taking action against the practice.
UKGC Clarifies Bonus Usage Rules
When the changes were initially announced, there was some confusion over whether customers would still be able to select the product on which free credits or bonus funds could be used without any restrictions being put in place.
Now some much-needed clarification has been made by the UKGC. They have confirmed that both the bonus that is being received and the activity needed to claim it must be for the same type of gambling.
When Unrestricted Offers Will Still Be Allowed
The only exception will be if the offer is one that is unrestricted.
When that is so, the UKGC states that “the customer must have full freedom of choice” over which section of the site their “credits or bonus money” is used and “must not be restricted in any way by the operator.”
For example, if an offer states that a player will receive a bonus or credit if “spending” £10 on any product, then that will be allowed.
Examples of Promotions That Will No Longer Be Permitted
Other bonus offers made by operators must be for just one area of the site, not a combination.
This will put to an end offers such as receiving free spins on an online slot game if placing certain wager on the sportsbook.
Nor will it be allowed to offer free bets on the sports betting section of the site if placing a certain amount of money on roulette or bingo.
New Restrictions on Free-to-Play Promotional Games
Action is also being taken against promotional games that are free to play. Licensed operators will only be able to offer these on their apps.
Again, free games that can see players receive bonuses on several different areas of the site will not be allowed.
Part of a Wider Crackdown on UK Gambling
These are the latest restrictions to be placed on the UK online casino industry. They have the intention of protecting players from gambling harm.
Earlier in 2025, new maximum stakes were introduced for online slot games.
Higher Taxes and Further Regulation Ahead
The November budget saw the Chancellor announce higher rates of gambling tax from April 2026.
That is on top of the mandatory levy that was recently introduced for online sites. With further restrictions such as stricter affordability checks likely to be introduced, 2026 looks like being a tough year for the UK online gambling industry.
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