The UK Gambling Commission has issued updated guidance. This confirms that new rules on gambling promotions will take effect on 19 January. The changes clarify how operators may structure bonuses and promotions. There is a firm ban on mixing different gambling products within the same offer.
Originally announced in March and scheduled for December, the rules will now apply from January following industry questions around implementation.
No Cross-Selling Between Gambling Verticals
Under the new framework, both the qualifying action and the reward must relate to the same type of gambling activity, such as betting, casino, bingo, or lottery. The only exception applies when an offer gives players full and unrestricted freedom to choose how and where they use their bonus.
In guidance published on 12 December, the Commission confirmed that operators must not link one gambling product to a reward from another category. As a result, cross-selling promotions between verticals will no longer be permitted.
When Bonuses Are Allowed Across Products
The regulator clarified that bonuses may span multiple products only if the customer has complete freedom of choice. For example, an offer asking players to spend £5 on any product and then allowing them to choose freely where to use their bonus would comply with the rules.
However, if an operator restricts either the qualifying activity or the reward to a specific product category, the promotion must remain within that same vertical.
Examples of Compliant and Non-Compliant Offers
A promotion such as “Bet £5 and get a £10 free bet” remains compliant because both the qualifying action and the reward relate to sports betting. Similarly, spending £5 on casino games to receive free spins is also permitted. This is because both elements fall under the casino category.
By contrast, offers that mix products will breach the rules. For instance, betting £5 to receive free spins, or spending money on casino games to unlock a sports free bet, will no longer be allowed. Promotions that combine multiple rewards across different product types are also prohibited. An example would be a free bet plus free spins.
The Commission also confirmed that offering a bonus credit usable across all products is not permitted unless the qualifying activity itself is unrestricted. In short, operators cannot dictate one product for entry and then allow free choice for the reward.
Impact on Free-to-Play Promotional Games
The updated rules also affect free-to-play games hosted within operator apps. These games may no longer award prizes across multiple gambling verticals. Any bonus or reward must stay within a single product category.
Senior policy manager Pradeep Rajania stressed that the rule applies regardless of whether a stake is required. According to the Commission, promotions that offer a mix of gambling products as potential prizes will be deemed non-compliant.
Key Takeaway for Operators
Ultimately, the Gambling Commission’s message is clear. Either promotions must stay within one gambling category. Alternatively, players must have complete and unrestricted choice over both participation and rewards. Any structure that limits that freedom or blends product types will breach the new regulations from January.
