The UK gambling industry is facing stricter regulation beginning from this month. It is something that has been long promised by governments but how will it affect those who gamble in the UK?
There are several areas of the UK gambling industry that have been concerning politicians, support groups and those who have been affected by their gambling. Just how companies promote their product is the subject of the latest actions that are being introduced by the UK Gambling Commission (UKGC).
Those companies who have been granted a license by the UKGC to operate are being banned from offering their customers multi-product promotions. This is because they are seen as being “potentially harmful.” There will be a ban on mixed product promotional offers and a limit placed on the level of wagering requirements attached to promotions.
UK operators will therefore be unable to cross-sell players between certain verticals. The UKGC say such action is necessary due to the increased risk to players when they gamble across multiple products. One reason for this is the confusion that can be experienced by players due to what they describe as “complex terms and conditions.”
Back in 2019, there was a pledge to reform the UK gambling industry. This was included in the Conservative Party manifesto for that year’s General Election which they won. It was felt that reform was needed due to the way the industry has changed since the last Gambling Act that became law in 2005.
The internet and ability to gamble on mobile devices has transformed the industry. Two years ago, a White Paper was published on plans for reforming the UK gambling industry. Last year saw Labour come to power and further discussions on the subject have since taken place. Now in 2025, concrete actions are being introduced.
The UK gambling industry is a very competitive one. It is a continual battle for companies to achieve a satisfactory market share. One way in which customers are attracted and then retained is the offering of casino bonuses. These can see players receiving free bets or spins or enhanced odds sporting events but regularly include wagering requirements that need to be fulfilled.
For example, receiving £30 in free bets sounds good but there may be a 30x wagering requirement before a withdrawal can be made from your account. There may also be a restriction placed on the odds of selections you can bet on. This makes it difficult to actually withdraw any funds once the wagering requirements have been met. When you do receive any bonus, it is vital that you fully read the terms and conditions that are attached to them.
There will now be a cap of 10x the amount received. The hope is that this will reduce the possibility of gambling harm being suffered and an increased level of transparency. This is something that is unlikely to exist at unlicensed and unregulated UK sites.
Consultation that took place after the publication of the White Paper found that “most respondents” agreed that there was a need to change the current structure, wording and “policy intent” of the regulations in the Licence Condition and Codes of Practice Social Responsibility Code.
The promotions consultation says it has been a challenge to find “suitable wording” that “better reflects” what is or is not acceptable and distinguishes between “the innocuous and harmful incentives.” Tim Miller is the UKGC executive director for research and policy. He has said that the changes “will better protect consumers from gambling harm” and give them “much better clarity” on offers made by gambling companies.
The changes to gambling promotions will be imposed from December 19 of this year. Already though, the UKGC have updated their Social Responsibility Code on the subject of direct marketing by consent. This sees UK gambling operators giving their customers the option to opt out of receiving marketing information and this comes into force next month.
April will see new maximum stakes imposed for online slots. These are incredibly popular and a huge revenue earner for UK gambling companies but considered to be highly addictive by their critics.
There is particular concern about younger players who use the online slots. A lot of money can be lost in a short period of time. From this month, there will be a maximum stake of £2 per spin for players aged between 18 and 24. Older players will see their maximum stake cut to £5 a spin from May 2025. There are still concerns about the speed of games, though these have already been reduced in the past.
With more regulation on its way, including a compulsory levy on gambling companies, it will be interesting to see what effect they will have on future financial results.
