Gambling operators’ cross-selling strategies will be impacted by new regulatory changes announced by Great Britain’s Gambling Commission.
From December 19 this year, brands will be banned from offering bonuses with conditions to carry out two or more types of gambling.
The regulator said evidence shows players are “more at risk” of gambling harm if they play multiple products, adding that consumers could be confused by “complex terms and conditions” in mixed product promotions.
Licensees will still be permitted to send more than one bonus offer on products via the same channel, if consumers have opted in to receive more than one type of offer from the operator.
The Gambling Commission is also limiting bonus wagering requirements, where customers are required to re-stake any winnings multiple times before being allowed to withdraw winnings from the bonus, to 10x.
The Commission said the change “decreases the likelihood of harm, reduces complexity and improves transparency while maintaining consumer choice.”
Tim Miller, the regulator’s executive director for research and policy, said the updates will give consumers “much better clarity on, and certainty of, offers before they decide to sign up.”
The new rules around bonuses and bonus wagering requirements are part of a flurry of recent regulatory moves by the Commission relating to its 2023 white paper on gambling reform.
Another consultation that looks to clear up the potential “confusion” caused by deposit limits – and specifically net deposit limits – is open until the end of April.
The regulator is also in the process of compiling and publishing a detailed report on the unregulated market.
The Commission is working alongside the UK government, which confirmed that the statutory levy on gambling harm prevention, research and treatment will come into force on April 6.
The £5 stake limit for online slot players aged 25 and over will be applicable from April 9 while the £2 limit for 18-24-year-olds will take effect from May 21.
