UKGC’s New Gambling Promotions Ban Coming into Effect

by James Gibson, 13 January 2026

The UKGC’s new ban on mixed-product advertising starts on January 19 for gambling operators.

Mixed-product gambling promotions banned from January 19. © AG-Pics, Pixabay

Key Facts:

• A previously announced ban by the UKGC is set to launch on January 19
• It prevents gambling companies from running promotions involving two or more gambling categories
• Companies will have to ensure their promotions fall in line with the new rules

From January 19, gambling operators licensed by the UKGC (UK Gambling Commission) won’t be able to run promotions that involve two or more types of gambling. This is in accordance with the UKGC’s new ban.

The ban, which was announced in 2025, is part of an update to the organisation’s Licence Conditions and Codes of Practice (LCCP). Also included in the update is a 10x cap on bonus wagering requirements.

Thanks to the ban, each individual promotion can only focus on one gambling vertical. For example, if you have to spend money on slots to earn some free spins, this will be allowed.

However, a promotion where you place a bet on sports to earn some bingo tickets won’t be allowed. This is because the UKGC considered sports betting and bingo to be two separate types of gambling.

Justifying the Ban

The UKGC justified the ban in saying that it wants promotions to be straightforward and operators to be upfront about their special offers. Promotions involving multiple gambling types can confuse customers thanks to their rather complex terms and conditions.

In addition to making promotions easier to understand, the ban aims to mitigate some of the harms that can be caused by online gambling. Evidence suggests that when people stick to one gambling vertical, there’s less risk.

The UKGC’s Executive Director for Research and Policy, Tim Miller, said the ban will give people

Much better clarity on, and certainty of, offers before they decide to sign up– Tim Miller, UKGC Comments on Upcoming Promotions Ban, iGaming Today

Clarifying What Is and Isn’t Allowed

The UKGC has confirmed that, from January 19, both parts of a promotion must belong to the same type of gambling activity. That is to say, the action the player completes must be of the same type as the reward.

It will apply to online casino and sportsbook promotions, as well as bingo and lottery deals. Operators have to ensure the reward that customers receive matches the type of gambling required to qualify for the reward.

One thing that will still be allowed is the customer’s choice of how to spend their reward. An example of this is a customer earning bonus money that they can spend on any gambling product of their choosing.

If a site offers three gambling types but only allows customers to use bonus money on one of two types, this won’t be allowed. This is because the customer doesn’t have full choice and is somewhat restricted.

In other words, if the customer gets to choose how they spend their bonus, all options currently available on the site must be available to them. It’s about giving the customer freedom of choice.

Why the Ban Is Happening Now

The UKGC has said that the promotions ban and 10x wagering requirement limit are part of its programme of updates after the release of the White Paper. Its key concerns are risk and readability.

Regarding wagering requirements, the UKGC notes that when these are high, customers are more likely to gamble for longer and spend more money in the process. They have to meet these requirements before withdrawing bonus winnings.

Wagering requirements are typically around 30x or higher. If you have a £10 bonus with a 30x wagering requirement, you have to spend £300 before you’re allowed to cash out your winnings.

By lowering the maximum wagering requirement amount to 10 times, the UKGC aims to prevent customers from having to gamble for longer than necessary. It also hopes to make it easier for people to understand bonus terms and conditions.

Operator Checks

Right now, operators of gambling sites should be checking all their promotions to ensure they don’t break the new rules. They should review every type of promotion, from welcome offers to loyalty schemes, VIP bonuses, and daily rewards.

One thing that the UKGC has emphasised is that the set-up of a promotion matters. No matter how it’s advertised, it mustn’t mix two or more gambling types unless it’s a free choice promotion.

Those who write about promotions to advertise them on third-party sites should also be aware of the upcoming change. Any text regarding promotions that are no longer permitted after January 19 should be edited or removed entirely.