British Gambler, a leading U.K. casino comparison and consumer-information website, said on Thursday that new rules announced by the U.K. Gambling Commission (UKGC) on bonus promotions will improve transparency for players and lead to a more sustainable online gambling market.
The UKGC this week confirmed reforms that will ban “mixed-product” bonuses requiring customers to gamble on multiple products, such as sports betting and online slots, to unlock a promotion. The new rules also introduce a 10x cap on wagering requirements for online casino bonuses and will revise wording in the Licence Conditions and Codes of Practice (LCCP).
The measures take effect from Dec. 19, 2025, while updated LCCP guidance will apply from Jan. 19, 2026, as part of a wider update to gambling regulations linked to the government's 2023 White Paper on gambling reform.
In a statement, British Gambler said the changes address long-standing consumer concerns about complex bonus offers and unclear terms.
“Players have repeatedly told us that high wagering requirements and cross-product promotions are difficult to understand and often misleading,” the company said. “A mandatory 10x wagering cap brings clarity and gives customers a realistic chance of evaluating and using a bonus responsibly.”
The UKGC said the ban on mixed-product promotions follows evidence that players who gamble across several product types face higher potential risks. The regulator cited research from its “Patterns of Play” study, which found that multi-product play can correlate with faster and riskier gambling behaviours.
British Gambler said the new rules will also require operators to compete more on product quality rather than headline promotions. “With every brand required to simplify bonus terms, operators will need to differentiate through user experience, fast withdrawals, and safer-gambling tools rather than escalating bonus sizes,” the company said.
The company added that it does not expect the new regulations to reduce affiliate commissions. “Acquisition remains critical in the licensed U.K. market. If bonuses become simpler and more transparent, conversion rates are likely to improve, not fall,” British Gambler said. “We do not expect operators to cut rates for affiliates as a result of these changes.”
Gambling operators and industry trade groups had raised concerns during the consultation that the ban on mixed-product offers would reduce marketing flexibility and remove popular promotions. Some licence holders also questioned whether a 10x cap was commercially workable or whether it would lead to reduced choice for consumers.
The UKGC said the reforms aim to reduce harm, increase fairness, and strengthen trust between customers and operators. “These changes will better protect consumers from gambling harm and give much better clarity on offers before they decide to sign up,” said Tim Miller, UKGC executive director for research and policy.
British Gambler said it supports the regulator’s view that simplified rules will benefit the market in the long term. “The U.K. has one of the most tightly regulated gambling sectors in the world, and these measures further strengthen its position,” the company said.
About British Gambler
British Gambler is an independent comparison website offering reviews, consumer information, and responsible-gambling guidance on licensed U.K. online casinos, betting sites and gaming operators. The platform provides bonus comparisons, safer-gambling resources and market insights for U.K. players. For more information, visit britishgambler.co.uk.
