The UK Introduced A Mixed Product Promotion Ban — Will It Wreak Havoc Among Operators?

Last month, the UK Gambling Commission (UKGC) unveiled one of its most impactful regulatory updates in years: a ban on “mixed product promotions” and a new cap on bonus wagering requirements.

Beginning Dec. 19, gambling operators in the UK will no longer be allowed to bundle sportsbook and casino bonuses into a single promotional offer, a practice long used to cross-sell players across different verticals. In addition, wagering requirements on bonuses will be capped at 10 times the original value in an aim to eliminate promotions that make users bet dozens of times before they can cash out any winnings.

These reforms mark a pivotal moment in the UK’s broader effort to modernize gambling regulation and reduce harm in a rapidly evolving digital landscape. Following the 2023 Gambling Act review and the government’s High Stakes white paper, the UKGC’s latest changes are part of a broader shift toward transparency, simplicity, and consumer protection.

The new rules respond directly to concerns that promotional complexity and high wagering hurdles are misleading and exploitative, particularly for vulnerable users.

For operators, they signal a forced rethink of bonus strategies. For players, they may redefine what fair play really looks like in a market increasingly shaped by ethical scrutiny and regulatory force. 

“I wouldn’t go so far as to say they’ll wreak havoc, but they are likely to create friction,” says Professor Leighton Vaughan Williams, an economist and gambling expert who teaches at Nottingham Trent University.

He explained that the mixed-product promotion ban and the cap on bonus wagering requirements will have serious implications for betting companies. “Together, they will force operators to rethink how they drive engagement, especially among casual users.”

Understanding the mixed-product promotion ban

The mixed-product promotion ban targets a widely used but controversial marketing tactic. The promotion refers to any bonus or offer that requires a customer to participate in more than one gambling vertical — typically both sportsbook and casino games — to receive the full benefit. These offers are common across major operators, used to boost cross-product engagement and retain users in increasingly competitive markets.

For example, a typical mixed-product promotion may advertise a £10 bonus bet on sports that users can get once they first wager £20 on a casino slot. Customers also may be promised bonus spins in the casino if they place a certain number of accumulator bets in the sportsbook.

On the surface, these offers seem to enhance value and reward player loyalty. But, in practice, they often obscure the true costs of participation and increase exposure to riskier products, especially among users who may not otherwise engage with them.

The UKGC’s rationale for the ban is rooted in consumer protection. According to the commission, bundling bonuses across products can mislead consumers about the nature of the offer and contribute to confusion over wagering requirements. The regulator cites evidence that such promotions can drive users — particularly those at risk of harm — toward gambling verticals they may be less familiar with or less able to manage safely.

This is especially concerning in the context of online casinos, which are statistically associated with higher levels of gambling-related harm compared to sports betting.

By prohibiting operators from linking promotions across products, the commission aims to reduce complexity, promote transparency, and support safer gambling choices. It remains to be seen how operators will handle it.

“The mixed-product promotion ban, in particular, limits the flexibility operators have to market casino and sports products in tandem, which has long been a cornerstone of promotional strategy,” says Vaughan Williams.

Importantly, the ban does not outlaw all multi-product marketing. Operators may still advertise casino and sportsbook promotions to the same user through the same email or app notification. However, these offers must now be separate regarding terms, eligibility, and reward structure. They cannot be contingent upon one another or presented as a package deal.

The regulator hopes to set a new standard for clarity and fairness in gambling promotions, one that encourages players to engage with each product on its own merits without hidden incentives or pressure to cross over.

The cap on bonus wagering requirements

Alongside the mixed-product promotion ban, the announcement introduced a firm cap on bonus wagering requirements, which Vaughan Williams described as “another hit to an established incentive tool.”

Previously, wagering requirements varied widely across operators and could be as high as 50 times the bonus amount. This meant that a player receiving a £10 bonus could be expected to wager up to £500 before being allowed to withdraw any winnings derived from it.

Such high thresholds often led to confusion and disappointment among players, many of whom misunderstood the terms or found themselves locked into extended gameplay just to unlock what initially appeared to be a “free” bonus. Critics of these practices argued that opaque or unrealistic wagering requirements not only created poor customer experiences but also incentivized excessive play, particularly among users chasing losses or trying to fulfill complex bonus conditions.

The UKGC’s new rule imposes a strict 10x cap on wagering requirements for all bonuses. This means any promotional offer — whether from a sportsbook, casino, or bingo product — can only require players to wager up to 10 times the value of the bonus before withdrawals become possible. The aim is to simplify promotional terms, enhance transparency, and minimize the likelihood of players becoming trapped in high-risk gambling cycles due to overly demanding conditions.

For consumers, the change represents a significant win. Lower wagering caps reduce the risk of confusion and limit the extent to which bonus chasing can lead to harmful behavior. They also make it easier for players to assess the real value of an offer. A 10x cap sets a clear and manageable threshold, helping to standardize the experience across different operators and product types.

Ultimately, the UKGC’s intervention signals a push for a more level playing field, one where promotional gimmicks are reined in and long-term player trust becomes a more central metric of success.

Regulatory context and objectives

The mixed-product promotion ban and cap on bonus wagering requirements are not isolated regulatory tweaks but a continuation of the wider reform program outlined in the UK government’s 2023 white paper, High Stakes: Gambling Reform for the Digital Age. That document marked the most comprehensive overhaul of gambling regulation since the 2005 Gambling Act, with an emphasis on rebalancing industry innovation with consumer safety.

The changes announced this spring are directly aligned with the white paper’s call for tighter oversight of online gambling promotions, which have long been criticized for exploiting consumer misunderstanding and fueling harmful play.

The UKGC has made clear that its overriding objective is to reduce gambling-related harm, especially among vulnerable groups. Promotional offers — particularly those involving unclear wagering requirements or linking distinct gambling products — have been repeatedly cited in research and public consultations as mechanisms that contribute to problem gambling.

The measures taken are the result of a detailed consultation process launched in 2023, following the publication of the white paper. Operators, consumer advocacy groups, academicians, and members of the public were invited to submit feedback on a wide range of proposals, including bonus structures and marketing practices.

According to the UKGC, responses showed “significant concern” about the way complex or cross-product promotions could mislead users and blur the lines between different forms of gambling. The commission also relied on behavioral research and evidence from its own enforcement actions in shaping the final policy. The result is a pair of new rules that reflect both public sentiment and a growing regulatory appetite for proactive harm prevention.

“The response [from operators] has been mixed,” says Vaughan Williams. “While most operators publicly support the broader goals of the white paper, especially around safer gambling, there’s some frustration at the pace and piecemeal nature of implementation. Affordability checks and friction-heavy interventions have raised concerns by some about customer defection to the black market.

“That said, some of the measures, like stake limits on online slots, have been anticipated and already baked into long-term planning. Larger, well-capitalized firms are likely to weather the transition better than smaller or niche operators.”

Consumer perspective and potential benefits

For everyday players, the UKGC’s new rules could mark a welcome shift toward simplicity and transparency in how gambling promotions are offered. One of the major frustrations for consumers in recent years has been the sheer complexity of bonus terms, particularly those tied to cross-product offers that required qualifying bets in both sportsbook and casino environments. These bundled promotions often left players unsure of what they were signing up for, leading to frustration, unmet expectations, and, in some cases, inadvertent overspending.

“It’s still early to measure long-term impact,” says Vaughan Williams. “But there are some indications, notably around reduced revenue from high-spending customers as a result of affordability interventions.”

With the changes, the UK Gambling Commission is encouraging operators to streamline their offers. Players can now expect promotions that are easier to understand and less likely to include hidden caveats.

A casino bonus, for example, will no longer require jumping through sportsbook hoops to be redeemed, and the money won’t be tied up behind excessive rollover demands. This simplified structure can make it easier for consumers to stay in control of their gambling activity and better understand the value of the incentives being offered.

In turn, this clarity could foster greater trust in the sector. When promotions are fair, transparent, and easy to navigate, players are more likely to view operators as responsible and customer-focused. That shift in perception could be particularly important for rebuilding the industry’s image, which has taken a hit in recent years amid mounting public and political scrutiny.

While some high-value customers may lament the tightening of bonus generosity, the broader gambling population may benefit from a more honest and balanced promotional environment — one that puts informed decision-making and user safety front and center. 

“From a public health standpoint, the hope is that reduced exposure to aggressive promotions and increased friction in gameplay will lead to lower rates of harm,” Vaughan Williams adds. “However, without a consistent baseline for harm reduction, or transparent data sharing from operators and regulators, it’s difficult to draw firm conclusions just yet.” 

As the December implementation deadline approaches, both large and small operators will need to reassess their promotional strategies, user engagement models, and risk management protocols.

The stakes are high — not just in terms of compliance, but in maintaining public trust. In an industry known for rapid innovation, continued dialogue among regulators, operators, and consumers will be key to ensuring these changes deliver real-world benefits without stifling fair, responsible enjoyment.