From 2026, the United Kingdom is preparing to overhaul the rules governing online gambling promotions. The aim is to make offers clearer, more responsible and better suited to protecting players, while imposing new obligations on operators.
United Kingdom to tighten rules on gambling incentives
Online gambling operators in the UK are about to enter a decisive new regulatory phase. From 19 January 2026, a set of strengthened rules on social responsibility will come into force under the authority of the UK Gambling Commission. The objective is clear: to provide a stricter framework for promotions and commercial incentives in order to better protect players and limit practices likely to encourage excessive behaviour.
The main novelty introduced by the Commission is based on a simple rule, but with major consequences: a promotional incentive may no longer combine several categories of gambling within the same offer. This provision is contained in Social Responsibility Code 5.1.1(3b) of the Licence Conditions and Codes of Practice. It stipulates that an incentive must not include more than one type of product, whether in terms of operation, conditions or rewards.
Why such a ban? According to the UK Gambling Commission, moving a player from one gambling universe to another through a promotion can blur the perception of risk and encourage increased, sometimes uncontrolled, participation.
Immediate consequences for promotional strategies
In practical terms, operators will have to carry out an in-depth review of their commercial offers. A promotion such as ‘Bet £5 and get 20 free spins’ will become non-compliant because it combines two distinct categories: betting and casino games.
Conversely, an offer remains authorised when the activity requested from the player and the reward offered fall within the same gaming category. For example, a promotion offering a free bet after a pay bet complies with the new rules, as does an offer of free spins conditional on a wager on a casino game.
The Commission insists on one key point: it is not just the reward that is being examined, but the entire promotional mechanism. The terms, conditions and restrictions must be consistent and not create an artificial gateway between different types of games.
However, the new rules do not completely close the door on cross-promotions. One notable exception remains: when the player has a completely free choice as to how to use the bonus.
Thus, an offer offering a promotional credit that can be used without restriction on all products available from the operator remains authorised. The essential condition is that the operator does not direct the player, directly or indirectly, towards a specific category of game.
Towards clearer, more responsible promotions
As the January 2026 deadline approaches, operators still have time to adapt their practices. The Commission is encouraging active anticipation to avoid any abrupt changes.
Beyond the technical aspects, this reform reflects a broader philosophy: promotions should no longer be a lever for confusion or excessive incentives, but a transparent tool that is compatible with controlled gambling.
Ultimately, these new rules are not intended to remove incentives, but to place them within a more responsible framework, in which player choice, understanding of the mechanisms and risk limitation take centre stage.