UKGC announces a mixed product promotion ban

From the end of this year forwards, operators will no longer be allowed to offer welcome offers that encourage consumers to engage in multiple forms of gambling—such as both betting and playing slots—to qualify for a bonus.

This decision stems from evidence indicating that:

• gambling across multiple products increases the risk of harm
• can lead to confusion due to complex terms and conditions

The Gambling Commission also shed some light on a key question posed by stakeholders in the gambling industry – if an alternative incentive can be provided to customers, which involves a betting 'credit', allowing punters to spend that credit on whatever they see fit across the different products/verticals.

The answer was 'yes'.

The new rules also limit the wagering requirements attached to bonus funds to a maximum of ten times (10x) before winnings can be withdrawn with the aim of reducing harm.

For instance, if a £10 bonus is offered, the maximum playthrough required would be £100 before the proceeds are 'unlocked' for withdrawing. This change aims to reduce potential harm and enhance the clarity of promotional offers, ensuring consumers are not misled by excessively high wagering conditions.

These regulatory amendments mark a substantial shift in the UK gambling scene, including a change in the way the commission views incentives.

Operators will need to rethink their promotional and user acquisition activities to maintain compliance, which may include reworking bonus systems and marketing efforts. While the objective is to protect consumers, some industry stakeholders have expressed that these changes are restrictive, thereby affecting customer acquisition and retention strategies.

During the 2023 consultation with the Commission, some respondents pointed at technical difficulted and increased costs as counter-arguments for the change.

The Commission acknowledged the concerns and cited the deadline, which should provide ample time to undertake the changes.