UK Gambling Commission Bans Mixed Product Promos: Here’s What It Means
The UK Gambling Commission (UKGC) will ban mixed-product promotions starting 1 January 2026. The change, announced on 25 March 2025 via EGR Global, means gambling sites offering sportsbooks and online casinos can no longer combine different offers into one deal, like “deposit £10, get free spins and a free sports bet”. The goal is to reduce impulsive switching between slots, table games, and sports betting.
According to the UKGC, these offers push people to try products they wouldn’t normally consider, potentially leading to riskier behaviour. The regulator says its data supports this, indicating a rise in cross-product play, especially since the pandemic. This new ban follows earlier measures, including the credit card gambling ban and changes to slot game design, like slowing down reel speeds.
What Exactly Is Being Banned?
From January 2026, gambling operators won’t be allowed to bundle multiple products into one promotional offer. So, if a site wants to give you free spins, it can’t also throw in a sports bet. The concern is that players are sometimes nudged toward unfamiliar games without understanding the risks involved.
This rule is meant to put clearer boundaries in place. The UKGC believes single-product promotions reduce the chance of players jumping between high-intensity slots and quick-fire sports betting in one session, something they link to increased gambling harm.
Industry Reaction: Operators Push Back
Operators aren’t thrilled. Brands like Bet365 and Paddy Power, which rely heavily on multi-product bonuses, may need to rethink their marketing strategies. According to a follow-up from EGR on 26 March, industry insiders say the ban could hit revenues hard by reducing player engagement and cutting into new sign-ups. One anonymous executive said, “We’re already buried in red tape,” pointing to a challenging year marked by fines and tighter regulations.
Stake’s exit from the UK market earlier in 2025 and a recent £1.4 million fine for AG Communications show how severe the UKGC has been lately. Operators argue the ban could make it harder for smaller brands to compete and fear losing the edge that combo deals provide. However, the regulator appears firm; it wants clearer promotions across the board.
What This Means for You
This means saying goodbye to those “all-in-one” bonus deals for players. If you liked grabbing a few free spins and a bet on the weekend match, that’s going away. Casual users who dabble in multiple types of gambling may miss the added value these combos offered. But for others, it could be a positive change, less pressure to jump into unfamiliar games just because a deal makes it tempting.
You’ll still see plenty of single-product promotions, though. Think boosted odds, extra free spins, or cashback bonus offers, just not all rolled into one. You may need to do more digging to find the best offers that suit your playstyle.
A Bigger Shift in UK Gambling
This isn’t a one-off move; it’s part of a broader regulatory shift. In 2025 alone, the UKGC has clamped down on everything from deposit limits to shady third-party partnerships. It’s all tied to the 2023 Gambling White Paper, which the Labour Party continues to back.
Reactions online have been mixed. Some users say the ban takes the fun out of bonuses, while others welcome the guardrails, saying they’ve been nudged into games they didn’t understand before. The truth is, the UKGC wants to test if fewer mixed promos mean fewer gambling-related harms. It may not be popular, but they’re betting on a safer long-term future.
What’s Next for Operators?
Come January, brands will need to adjust fast. Many are expected to double down on VIP programs, cashback offers, and loyalty schemes. There may also be a rise in dedicated apps focused on single products, like sports betting or slots, to keep things more streamlined.
The UKGC will monitor what happens next. If player crossover drops and signs of harm go down, this could become a permanent standard. But operators may push back harder if revenues fall and complaints stay the same. Either way, this marks another shift in how online gambling is marketed and another step in tightening the rules.