Key Moments:
- The UK Gambling Commission confirmed a ban on mixed-product gambling incentives, effective 19 January 2026.
- New rules cap bonus wagering requirements at 10 times the bonus amount.
- All promotional offers must now keep the qualifying action and the reward within the same gambling product category.
Regulatory Shift Targets Mixed-Product Incentives
Starting 19 January 2026, UK-licensed gambling companies must stop promotions that link different product categories. The UK Gambling Commission issued this change as part of updates to the Licence Conditions and Codes of Practice (LCCP).
The measure specifically bans “mixed product” promotions. For example, operators can no longer reward a sports bet with casino free spins. In addition, the commission caps bonus wagering requirements at 10 times the bonus amount.
Clarity in Customer Offers
The Commission emphasizes that it wants customers to see clear, understandable offers. Mixed-product promotions often create confusing terms. Research also shows multi-product gambling increases the risk of harm.
Tim Miller, Executive Director for Research and Policy, said, “These reforms better protect consumers from gambling harm. They also give players clear and certain information on offers before signing up.”
Promotions Must Stay Within Single Product Categories
New rules require that both the qualifying action and the reward remain in the same product category. For example, a bet can only earn a free bet, and casino play must yield casino rewards. This applies to all categories, including bingo and lottery.
Senior Policy Manager Pradeep Rajania added, “LCCP SR Code provision 5.1.1(3b) bans mixing products in any incentive or promotion.” A promotion such as “Bet £5, get a £5 free bet” complies. However, “Bet £5, get 20 free spins” does not.
Limited Flexibility on Customer Choice
The rules allow a narrow exception. Operators may offer bonus funds across categories only if customers choose freely, without a preset combination of mixed products. A “free bet or free spins” selection does not qualify because it still counts as a mixed-product offer.
Motivation and Implementation Timeline
The changes follow the Commission’s post-White Paper focus on player risk and transparent offers. High wagering requirements can push customers to gamble more than intended. For instance, a £10 bonus with a 50x requirement forces £500 of play-through before withdrawal. The 10x cap aims to make promotions simpler and safer.
The new rules will take effect on 19 January 2026, later than the initially planned date.
Operational and Marketing Adjustments
Operators must review and adjust all marketing campaigns that bundle multiple gambling products. This includes sign-up bonuses, reload offers, daily rewards, missions, and any model that links activity in one product to rewards in another.
The Commission clarifies that compliance depends on how incentives are structured, not where they appear. Simply moving a promotion to a different channel does not resolve the issue.
Affiliates and media partners will also need to update content. Any landing pages, emails, or promotional material that mention cross-vertical offers must change. Companies may need to split bundled incentives into product-specific campaigns and adjust tracking systems.
| Effective Date | Main Regulatory Changes |
|---|---|
| 19 January 2026 |
|
- Author
Daniel Williams
