- Media
UK implementing ban on mixed-product gambling incentives
Gambling operators in the United Kingdom as of 19 January 2026 will no longer be permitted to offer promotional incentives that are designed on the basis that a consumer plays different gambling products.
A consultation on proposed changes to the Licence Conditions and Codes of Practice (LCCP) had been carried out from November 2023 to February 2024 by the UK Gambling Commission, with these changes ultimately being introduced following said consultation.
In a provision within the LCCP Social Responsibility Code, it will state that licensees “must not include more than one type of gambling product within an incentive”.
Socially responsible incentives were considered, specifically in regard to high levels of wagering requirements and the mixing of products. The Gambling Commission stated within the consultation that incentives which offer both free bets and free casino spins in combination were often a feature of sign up offers. The Commission further stated that evidence showed that combinations such as this could result in customer confusion as well as an increased likelihood of harm. With that in mind, it was considered by the consultation whether such combination deals should be banned.
UK Gambling Commission responds to concerns raised by licensees
The Commission explained in the consultation response that many licensees had raised concerns with regard to the ban, as they argued that there was insufficient evidence to support the proposal. The licensees also reportedly argued that changes to the way that customers would receive direct marketing would deal with the Commission’s concerns relating to mixing incentives.
In response, the Commission said that rules around opting into specific direct marketing were different, and did not affect how an incentive functioned in practice. The rule relating to mixing incentives would deal with incentives wherever necessary and would focus on situations where the terms of the specific incentive covered different products.
The Commission also considered concerns regarding the evidence, but concluded that what was presented, in combination with consultation responses, was sufficient to support proceeding with the intervention to ban mixing or products with incentives.
Details of the new rules
In a blog post published by the Gambling Commission, it set out the principles helping operators to be compliant with the new requirements ahead of them coming into effect. “Promotional offers designed on the basis that a consumer plays different gambling products will no longer be allowed,” the blog reads.
Detailing the new rules, the Commission stated that the LCCP currently sets out a wide definition of the kinds of arrangements the Code encompasses, including “an incentive or reward scheme or other arrangements”. It continued that this definition captures a wide range of promotional offers and bonuses, including free bets, free spins, sign-up offers, and daily reward offers. Having said that, it stated that the aim of the new LCCP Social Responsibility Code provision 5.1.1 is “to ban the mixing of products within an individual incentive or promotional offer, including where terms are linked and shared”.
Continuing, the Commission said that it had clarified within its consultation response document that “the ban on mixing of products does not affect incentives which allow the customer to choose or select the product on which to use credits or bonus money on an unrestricted basis”.
Going over what types of incentives can be offered once the new regulations come into force, the Commission said that examples of offers such as one where someone bets £5 and get a free £10 bet would be compliant as “it does not mix product types between the initial customer activity and the prize”.
However, it said that an offer such as one where someone bets £5 to get 20 free spins would not be compliant, as the Commission reasoned that this type of offer “clearly mixes product types”. It continued that this offer would be inviting the customer to participate in one type of gambling activity, in this case betting, to then get a prize from a different product category, in this case being casino product spins.
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