Starting December 19, 2025, gambling businesses and bookmakers across the UK will be required to implement significant changes to their promotional strategies, aiming to protect consumers from the risks associated with gambling. The new regulations, introduced by the Labour Party, will affect millions of customers who engage with online gambling platforms.
Under these new rules, gambling firms will no longer be able to offer cash bonuses tied to the use of multiple gambling products, such as betting on sports while also playing slots.
This shift aims to simplify the gambling experience and reduce the potential harm caused by confusing bonus structures. Additionally, the Gambling Commission has introduced a cap on the number of times bonus funds must be wagered before they can be withdrawn, reducing it to just 10 times.
Gambling Promotions Reigned In
One of the most notable changes is the ban on offering promotional bonuses that require customers to play multiple games before they can withdraw winnings.
According to the Gambling Commission, such promotions have been found to increase the risks of harm, as consumers may be encouraged to gamble more than they initially intended in an attempt to meet wagering requirements.
For example, a bonus that requires a £10 wager to be played through 50 times would currently demand the customer to bet £500 before any winnings can be cashed out.
Such high wagering demands are often seen as confusing and lead to consumers gambling for longer periods or betting more aggressively, which could lead to increased harm.
By limiting these requirements to 10 times, the new rules aim to provide more transparency and ensure that the gambling process remains fair.
Protecting Vulnerable Consumers
The UK government has long been concerned with the social implications of online gambling, particularly regarding the potential for addiction and financial harm.
According to Tim Miller, the Gambling Commission’s Executive Director for Research and Policy, these changes are designed to make promotional offers clearer and safer for consumers. “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,” Miller said.
Evidence gathered by the Commission suggests that customers who gamble on multiple products are more likely to suffer from harm compared to those who engage with a single product.
The new rules aim to combat this by reducing the complexity of gambling promotions and ensuring that customers are not lured into spending more money than they had intended.
