UK Gambling Commission cracks down on cross-product betting bonuses
The British Gambling Commission has updated its rules on bonuses and rewards for betting companies. The changes will take effect on 1 January 2023, introducing stricter controls on how promotions are structured across different gambling products. Under the revised Code, each promotional offer must now focus on a single type of gambling. Betting, casino games, bingo, and lottery products can no longer be linked together in the same incentive. For example, a free bet that also grants casino spins will be banned, though standalone betting credits remain allowed.
Operators can still offer bonuses usable across their entire range of products—provided they do not steer customers toward specific choices. However, free-to-play features and daily reward games will break the rules if they provide cross-product rewards. The Commission has made clear that the new standards apply in all cases, regardless of whether a stake is required. Promotions that keep qualifying activity and rewards within the same category will continue to be permitted.
The updated rules aim to prevent cross-product incentives in gambling promotions. From January, operators must ensure all offers remain within a single gambling category. Non-compliant schemes, including mixed rewards and guided choices, will face enforcement action.
