The UK Gambling Commission has confirmed a major overhaul of how bonuses and casino promotions can be offered in Britain. Starting 19 December 2025 (and 19 January 2026 for the LCCP wording changes), operators will face stricter conditions on bonus design, wagering requirements, and cross-product promotions.
For years, UK players have complained that bonus terms have become too confusing, too aggressive, and too misleading. And frankly — we at British Gambler agree. The new rules may frustrate online casinos in the UK, but for players, transparency and fairness have been overdue for a long time.
Here’s our breakdown of the changes, why we welcome them, and what this means for players, operators, and the affiliate industry.
What’s Changing? A Quick Summary of the New Rules
1. Ban on “Mixed-Product” Bonus Promotions
Bookmakers and casinos will no longer be allowed to offer promotions that require customers to take part in two or more different types of gambling to qualify for a bonus.
Examples that will be banned:
- “Bet £10 on football + play £10 on slots to get a £20 bonus.”
- “Place a sports bet + wager on roulette to unlock free spins.”
Operators may still offer incentives within the same category (e.g., casino-only, sportsbook-only, poker-only).
2. Cap on Wagering Requirements (10x Maximum)
A bonus can no longer include wagering requirements higher than 10 times the bonus amount.
Example under the new rules:
- A £10 bonus can require a maximum of £100 in wagering.
This will effectively eliminate extreme playthrough terms like 35x, 40x or 50x which many players viewed as predatory or deceptive.
3. Rewording of the LCCP Bonus and Rewards Section
The UKGC will rewrite Social Responsibility Code 5.1.1 to improve transparency, simplify expectations, and make it harder for operators to hide complicated rules behind vague language.
Why This Is a Good Move — Our View
At British Gambler, we’ve always believed that a fair, transparent bonus ecosystem is good for everyone — players, gambling sites, and marketing affiliates alike.
Better Protection for Players
For years, high-wagering promos have been one of the biggest traps for casual customers. Even a small bonus could escalate into hundreds of pounds in required bets, encouraging riskier behaviour and longer playing sessions.
A 10x wagering cap is sensible, fair, and easy to understand. It gives players a realistic chance to actually use the bonus, rather than simply watching their winnings evaporate during rollover.
Less Confusion & Fewer “Gotcha” Offers
Mixed-product promotions often confused players:
“Why do I need to bet on football to get free spins?”
“What happens if I complete one part but not the other?”
The ban removes this unnecessary complexity.
Offers will now be cleaner, simpler, and easier to value.
More Trust in the UK Gambling Market
Operators have lost trust by pushing increasingly complex or misleading bonus deals.
This reform helps restore transparency and signals to players that the UK remains one of the safest and best-regulated gambling markets in the world.
In the long run, trust always leads to better retention, healthier play patterns, and more sustainable revenues.
What New Bonus Rules Mean for Gambling Operators
1. A More Level Playing Field
Some casino online operators have relied on confusing high-wagering bonuses to appear more generous than competitors. With all brands capped at 10x wagering, marketing becomes more honest — and true quality (games, UX, support) becomes the main differentiator.
2. Higher Player Retention, Not Just Acquisition
Lower wagering requirements often lead to:
- better first-time experience
- higher deposit satisfaction
- fewer complaints
- better repeat play
This aligns operators with long-term value rather than short-term acquisition spikes.
3. Promotions Must Become Smarter, Not Louder
Operators can no longer rely on “40x wagering” banners that look big but rarely convert. They will need:
- innovative loyalty programmes
- more transparent deals
- app-focused rewards
- personalisation
- gamified non-financial incentives
Better bonuses = happier players = lower churn.
What About Affiliates? Will Commissions Be Cut?
This is the biggest question for comparison sites like BritishGambler.co.uk.
The short answer: commissions are unlikely to be reduced — and may even improve.
Here’s why:
1. Acquisition Will Remain Critical for Operators
Even with new restrictions, operators still need affiliates to bring high-intent traffic.
Player acquisition will not get cheaper after regulation — if anything, the cost per acquisition may rise. Affiliates remain a vital channel.
2. Simpler Bonuses Convert Better
A 10x wagering offer is far easier to explain to readers than a confusing 35x scheme.
That means:
- higher CTR
- higher signup rates
- better conversions
- fewer bonus-related complaints
Affiliate value increases when bonuses become transparent.
3. Player Lifetime Value Could Increase
With clearer, fairer promotions, the average player may stay longer, deposit more, and trust the site more. Higher LTV means operators will still have budget for CPA or revenue-share deals.
4. The Only Operators Cutting Affiliate Spend Will Be Those Over-Reliant on Boom-and-Bust Bonus Tactics
Brands that used aggressive wagering as their USP may re-evaluate their models. But these brands already delivered inconsistent value to affiliates.
The mainstream operators — the ones that matter — will continue to pay competitive rates.
Our Prediction:
Affiliates will benefit long-term from clearer offers that players actually like and trust.
A More Sustainable UK Gambling Market
The UKGC’s changes are designed to:
- reduce harm
- simplify the gambling experience
- increase transparency
- restore trust
- eliminate misleading bonus traps
From our perspective, these rules do not restrict player choice — they improve it. They remove the noise and bring fairness back into the bonus ecosystem.
At British Gambler, we fully support these measures. A safer, clearer, more transparent bonus environment is exactly what the UK market needs. And in the long run, it will benefit responsible players, sustainable operators, and ethical affiliates alike.
