UK Gambling Commission Launches Consultation to Tighten Wagering Requirements on Casino Bonuses and Free Bets

19 October 2026

In September 2023, the UK Gambling Commission opened a consultation seeking views on changes to rules for gambling operators regarding their promotional incentives. The aim was to guarantee that offers like free bets and bonuses are designed responsibly, preventing them from encouraging harmful gambling behavior.

The regulator attempted to strike a balance between consumer safeguards and straightforwardness. Wagering requirements — how many times a bonus must be played before withdrawal — have been condemned as overly complicated and potentially trapping vulnerable players. Meanwhile, the language used in promotion terms has become increasingly convoluted, hiding the actual conditions.

Proposed Changes to LCCP

The consultation, running from November 2023 to February 2024, outlined two key amendments to the Licence Conditions and Codes of Practice (LCCP):

Firstly, wagering requirements for bonuses. The Commission considered either completely banning these or capping them at 10 times the bonus value.

Secondly, cross-product promotions. The proposal sought to outlaw incentives usable across different gambling products like sports betting, casino games and lotteries.

The Commission acknowledges that players frequently struggle to understand promotional offers and their complex terminology.

Discussing "transparent promotions," the consultation highlights how customers regularly misinterpret terms, resulting in frustration and perceived injustice.

The regulator also expressed concern about players being enticed into extended gambling sessions.

The "most problematic offers" are those appearing to provide free play or funds but actually featuring unrealistic conditions, noted the Commission — particularly regarding wagering requirements.

Consultation Outcomes

The Commission's February 2024 summary revealed:

The suggested wagering limits of 1x, 5x or 10x weren't novel. Research from 2018 by academics Peter Shields and Matthew Grow (published in Gaming Law Review) had already recommended capping requirements at five times the bonus amount — the approach ultimately favored by the Commission.

The proposal noted that restricting wagering would likely decrease the apparent value of promotions.

There was less support for banning cross-product offers entirely. Many respondents argued these help prevent customers from "accidentally gambling beyond their means."

Nevertheless, the Commission proceeded with prohibiting mixed-product promotions, citing this as necessary to counterbalance risks from potentially larger bonuses.

In their official statement, the Commission stated these measures would "ensure all gambling promotions are clear, fair and transparent, helping prevent gambling harm."

Industry Reaction

These changes have sparked debate. Michael Dugher of the Betting and Gaming Council warned that while wagering rules draw criticism, overly restrictive conditions would severely limit operators' ability to attract customers — harming both businesses and tax income. The industry anticipates increased compliance costs and operational challenges.

However, the Commission remained firm. While operators may oppose the changes, players will benefit from clearer terms and potentially better winning opportunities.

Consumer advocates welcomed the reforms. The Big Issue described them as challenging "unfair and deceptive" practices, noting: "Players have long been misled by operators, with the Commission responding too slowly. Alarmingly, bonuses can fuel problem gambling."

Some operators, like Betfred, supported the changes, arguing excessive wagering rules and overwhelming casino offers undermine consumer trust. They called for marketing prioritizing customer safety and financial protection.

Under the Commission's 10x wagering cap and cross-product ban, operators must redesign their bonus structures entirely. This means simpler language and potentially reduced bonus values with fewer restrictions. Simply increasing bonus amounts may no longer be viable.

Lawrence Gibbs of Raw Legal offered an optimistic perspective: "These changes could genuinely improve the industry — empowering both industry professionals and recreational players."

The new rules become mandatory on 19 January 2026, with operators fully responsible for implementation.

Stakeholders will now monitor the Commission's next steps, ensuring the regulations effectively protect consumers without placing unreasonable burdens on businesses.