Gambling Commission announces “mixed product promotion” ban 

The Gambling Commission (GC) is set to ban operators from offering bonuses that include more than one vertical in what could be a blow to cross-sell strategies in the UK.

The ban, which relates to mixed product promotional offers as defined by the GC, will stop operators from including both sports betting and casino bonuses in one single offer.

For example, a live BoyleSports offer sourced via the affiliate Freebets, states that customers can bet £10 and then receive a further £30 in free bets and a £10 casino bonus.

Noting the combination of casino and sports betting bonuses, the GC’s consultation states: “The evidence shows that these can be problematic because they can lead to consumer confusion and likelihood of experiencing harm.

“We therefore consulted on a proposal to introduce a ban on the mixing of product types within promotional offers, for new and existing customers.”

The new rules would require operators to only offer bonuses for one vertical, but they would be able to include more than one type of product within that vertical. For example, a scratch card and a raffle for a lottery bonus.

The GC noted that some operators in their responses to the consultation stated that “customers liked the mixing of products and make conscious and informed choices when deciding whether to use a bonus offer”.

It was also noted that some operators aired concerns that such a ban would “severely restrict consumer choice”.

Explaining its reasoning, the GC’s release noted: “Evidence shows consumers are more at risk of harm when they gamble on multiple products rather than a single product.  

“There is also the risk that mixed product promotions confuse consumers because of complex terms and conditions.” 

Writing on LinkedIn, Tom Galanis, CEO of TAG Media and First Look Games, said such a move would be “music to the ears of black-market operators”.

Meanwhile, the regulator has also outlined that operators will also be subjected to a limit of how many times winnings must be re-staked before a consumer can withdraw bonus winnings. 

The wagering requirements would cap the number of times a player is required to re-stake bonus winnings to 10 times.

The GC outlined that just over half of respondents supported a cap system, with just under 50% backing a full-scale ban on wagering requirements. 

Many operator respondents opposed a blanket ban, suggesting it could spark a rise in fraud and money laundering. 

The regulator said it had considered whether the limit should be one, five or 10 times.

The GC used the example of how a £10 bonus that features a 50 times wagering requirement would leave a player needing to play through £500 before the bonus winnings could be withdrawn. 

“Such high wagering requirements could confuse consumers and lead them to gamble for longer, and faster, than they are used to,” the GC claimed.  

“Capping the wagering requirement to 10 decreases the likelihood of harm, reduces complexity and improves transparency while maintaining consumer choice.” 

The changes will be applied to the Social Responsibility Code 5.1.1 (Rewards and Bonuses) found within the Licence Conditions and Codes of Practice (LCCP). 

Both changes, which follow a 12-week consultation period, will come into effect on 19 December 2025.

The GC said they are designed to reduce harm and increase “fairness and openness”. 

Tim Miller, GC executive director for research and policy, added: “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.”