19 September 2026
New rules cap casino bonus wagering at 10x, ban mixed-product promotional offers, and reinforce stricter oversight of VIP/high-value customer schemes.
On 26 June 2020, the UK Gambling Commission published a consultation on high-value customers. Among its proposals were new restrictions on who could enter high-value customer schemes. Customers under 25 were barred. Operators were told to conduct checks on a customer’s spending, safe gambling, and enhanced due diligence prior to offering them rewards.
Reinforcing these measures, guidance on 30 September 2020 mandated that operators appoint a senior executive to oversee each VIP program. This guidance provided expanded safeguards around VIP eligibility: operators must establish that a customer’s spending is affordable, check for signs of gambling harm vulnerability, and verify their identity, occupation, and source of funds. The requirement also entails ongoing monitoring.
Broader effort to address misconduct
This was all part of a broader effort to address industry misconduct. As Commission chair Neil McArthur explained, "Too many operators are failing to ensure they follow strict gambling marketing protocols and that their VIP customers are gambling safely, sustainably, and with informed consent." Operators, he said, were "irresponsibly targeting at-risk individuals". The renewed focus was on strengthening consumer protections across the industry.
The latest changes followed quickly. In January 2023, the Commission introduced a 10x cap on casino bonus wagering. Wagering requirements are now product-specific, and mixed promotions are banned – meaning one bonus offer cannot combine sports, casino, and bingo rewards. Players must now also select which product category they wish to use their bonus on when opting in.
For operators, these rules require immediate changes to customer acquisition, player welfare, and VIP programmes. Verifying affordability, funding sources, and conducting ongoing wellbeing checks are now mandatory. Industry analysis shows the 10x cap has standardized maximum wagering while eliminating combined incentive offers. Previously common 35-65x requirements mean these rules will significantly impact business practices.
For players, the changes enable faster withdrawals. Previously, a £50 sign-up bonus might require £1,750 in sports betting turnover or slot spins to withdraw. Now even £1000 deposit bonuses involve approximately £10,000 in playthrough. This represents progress toward letting players genuinely benefit from rewards rather than facing prohibitive wagering demands.
The regulatory timeline moved rapidly. Following its June 2020 consultation, the Commission implemented VIP programme caps by September 2020, then prohibited mixed promotions. The January 2023 wagering limit completes a coordinated push for greater player protections and responsible gambling practices.
The result is a more transparent system for bonuses and VIP benefits – with clearer accountability for player affordability. As the regulated market evolves, the focus shifts to whether these protections meaningfully improve player experiences while maintaining commercial viability for operators.