The U.K. gambling market is already starting to shift in early 2026, with a growing number of licensed operators cutting back marketing budgets or preparing to leave the market ahead of new rules and higher taxes, according to Gambler Media an independent performance marketing firm.
From Jan. 19 2026, new rules from the U.K. Gambling Commission will limit wagering on bonus funds to 10× the bonus amount and ban mixed-product promotions. This means operators can no longer combine, for example, bingo and casino offers in a single bonus. While the changes aim to make bonuses clearer and safer for players, they also leave licensed operators with fewer ways to compete on promotions.
One plus is that lower wagering rules have increased the bonus transparency for users, as it is much easier to understand 10x than, for example, 65x. At the same time, costs are rising. From April 2026, Remote Gaming Duty on online casino products will increase from 21% to 40%, and the tax burden on online bingo will also rise under wider gambling tax changes. Together, the tighter rules and higher taxes mark one of the biggest cost increases the U.K.’s online gambling sector has faced.
At Gambler Media, the effects are already visible. Several licensed operators have reduced marketing, paused U.K. campaigns, or announced plans to exit the market. Some partners have notified Gambler Media that they are preparing to close their U.K. operations in March 2026. Aspire Global-owned brands have also withdrawn from the U.K. market, and PlayLuck has ceased operations in early 2026.
“What we are already seeing in early 2026 is a clear shift in the U.K. gambling market,” said Martin Eriksen, a spokesperson for Gambler Media. “Higher taxes and much tighter bonus rules are pushing licensed operators to scale back or leave the market altogether. At the same time, unlicensed sites are stepping in with offers that simply don’t follow U.K. rules, which ultimately risks undermining the regulated market.”
From Gambler Media’s perspective, higher taxes and tighter promotional rules are already weakening the position of licensed operators, while unlicensed and black-market sites — which are not bound by the 10× wagering cap or the ban on cross-product offers — continue to promote more aggressive, non-compliant incentives to U.K. players.
The Gambling Commission has warned that offshore gambling sites offer no consumer protections and no regulatory oversight. While action against illegal operators continues, ongoing pressure on licensed businesses risks pushing players toward unregulated offers that fall outside the U.K. system.
About Gambler Media
Gambler Media is an independent performance marketing company in the iGaming industry and publisher covering U.K. casino reviews and bonus information, as well as online gambling market structure and operator activity. For more information, visit gamblermedia.com.
Disclaimer
This press release is intended for informational and industry analysis purposes only. It does not constitute gambling advice, financial advice, or an endorsement of any gambling operator or platform referenced herein. Gambling involves risk and may not be legal in all jurisdictions. Readers should ensure they comply with all applicable local laws and regulations before participating in any gambling activity. Gambling should be undertaken responsibly, and individuals who feel they may have a gambling problem are encouraged to seek support from appropriate professional or regulatory resources.
