What the new bonus rules are designed to change
The updated rules focus on how gambling promotions are presented to consumers. It’s not about banning bonuses completely, though there will be a ban on mixed-product promotions that encourage players to take part in different gambling products like sports betting and online slots.
The Gambling Commission has made clear that promotional offers must be constructed in a way that allows customers to understand key terms easily. This includes ensuring that wagering requirements, time limits and eligibility criteria are not hidden or overly complex. Wagering, for instance, will now be capped at 10 times the stake.
We understand the changes are intended to address concerns that some promotions have previously relied on confusing conditions that made it difficult for players to assess their true value.
Clearer expectations for operators and compliance
Under the revised guidance, operators are expected to take greater responsibility for the communication of bonuses. Promotions must not mislead customers or create a false impression of value.
The Commission has also stressed that terms should be proportionate and presented prominently. There should no longer be any lengthy conditions burying all of the information. We note that this clarification follows ongoing engagement between the regulators and the industry. The aim has been to improve consistency in how promotional offers are structured across the UK market.
What this means for players and the wider market
For UK customers, the changes are intended to result in simpler, more transparent bonus offers. Ones that are easier to compare and understand. From an industry perspective, operators may need to review and adjust existing promotions to make sure they meet the updated standards.
“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.” Tim Miller, Executive Director for Research and Policy
While the rules take effect this month, the Gambling Commission has indicated that compliance will be closely monitored. The move reflects a broader regulatory trend towards better consumer protection and clearer communication in the gambling sector.
