Bonuses (“free” spins, matched deposits, free bets, cashback) are the gambling industry’s main acquisition tool. They are also among the most criticised. They can encourage people to gamble more than intended, and complex terms can lock money into an account. A growing number of regulators now cap, restrict or ban them. This guide compares the main approaches as of October 2026. For a player’s view of how bonus terms work, see understanding bonus terms and wagering requirements.
Main tools regulators use
- Outright bans on bonuses, free bets and gifts
- Caps on wagering requirements, the number of times bonus funds must be staked before withdrawal
- Caps on bonus value
- “First play only” rules, so a bonus may only be offered when a customer first plays
- Bans on cross-product promotions, for example “bet £10, get 50 free spins”
- Consent requirements for personalised offers, and a ban on marketing to self-excluded or at-risk customers
- Advertising restrictions, so bonuses can be offered but not promoted publicly
Comparison table
| Jurisdiction | Bonus rule (online) |
|---|---|
| United Kingdom | Wagering requirements capped at 10x; mixed-product promotions banned (both from 19 January 2026) |
| Sweden | Bonuses only on the first occasion a customer plays with a licensee |
| Denmark | Bonus capped at DKK 1,000; wagering at most 10x; at least 60 days to meet terms |
| Belgium | Bonuses, free bets and gifts banned |
| Italy | Bonuses may not be advertised under the 2018 advertising ban |
| Spain | Royal Decree 958/2020 restricted bonuses; parts of its marketing rules were annulled by the Supreme Court in 2024 |
| Netherlands | Strict duty-of-care rules on offers; full bonus ban proposed June 2026 (not yet law) |
| Canada (Ontario) | Bonuses may not be advertised publicly; may be offered on the operator’s own site or to consenting customers |
| Brazil | Law 14.790/2023 bars operators from granting advances, bonuses or prior advantages to encourage betting |
United Kingdom: the 2026 changes
After the 2023 gambling white paper, the Gambling Commission consulted on incentives and confirmed two new rules, which came into force on 19 January 2026:
- Wagering cap of 10x. No bonus may require more than ten times the bonus amount to be wagered before winnings can be withdrawn. Wagering requirements of 35x to 50x were common before the change.
- Ban on mixed-product promotions. Operators may not offer promotions that require customers to use two or more types of gambling, such as betting and slots, to unlock a reward. The Commission’s concern was that cross-selling exposes betting customers to higher-risk casino products.
These sit alongside existing rules on fair and transparent terms. Under consumer law, enforced in partnership with the Competition and Markets Authority, significant conditions must be clear upfront. Customers flagged as at risk should not be targeted with offers.
Sweden and Denmark
When Sweden re-regulated in 2019 it chose a simple rule: a licensee may offer a bonus only the first time a customer plays with it. There are no recurring reload bonuses or loyalty rewards with cash value. Denmark took a different route, permitting bonuses but limiting their size to DKK 1,000 and wagering to 10x, with at least 60 days to meet the terms. Both aim to reduce bonuses’ value as a retention tool.
Belgium: the outright ban
Belgium bans bonuses, free bets and gifts as inducements to gamble. Together with its advertising ban, a minimum age of 21 for all gambling since 2024 and a default €200 weekly deposit limit, this makes Belgium one of Europe’s most restrictive regimes. See gambling advertising rules for the marketing side.
Spain: a partial reversal
Royal Decree 958/2020 limited bonuses to verified customers whose accounts had been open for at least 30 days, among other rules. When the Supreme Court ruled on an industry challenge in 2024, it annulled the restrictions on marketing to new account holders, on the grounds that they lacked proper basis in primary legislation. Spanish rules on bonuses have therefore been in flux. Operators should check the current position with the regulator, the DGOJ, before relying on any summary.
Why the evidence pushes regulators this way
Research and regulators’ own data show that heavy users and people experiencing harm are disproportionately likely to claim bonuses, and that high wagering requirements prolong play. Offers timed to coincide with losses, or sent to customers trying to cut down, can undermine self-control. If you notice that offers make it harder for you to stop, that is worth taking seriously; see warning signs of problem gambling.
Enforcement in practice
Regulators enforce bonus rules mainly through compliance reviews and complaints. In Great Britain, fines and settlements have often cited marketing sent to self-excluded or at-risk customers, which is one of the most damaging failures a licensee can make.
What players can do
- Turn off marketing consent in your account if offers tempt you to play more.
- Read the significant terms (wagering, game weighting, maximum bet, expiry) before accepting any offer.
- Remember that a bonus does not change the house edge. It mostly lengthens play, so the expected cost stays the same or rises.
- Use national self-exclusion if you want to stop entirely. It should also stop marketing.
Rules on promotions change frequently, and businesses should take legal advice in each market.
Frequently asked questions
What is a wagering requirement?
It is the number of times you must stake bonus money, or bonus plus deposit, before winnings can be withdrawn. A £10 bonus with 10x wagering means £100 of bets.
Why do regulators restrict bonuses?
Bonuses encourage people to gamble more, and complex terms can trap money in accounts. People experiencing gambling harm are especially likely to respond to them.
Can I opt out of receiving bonus offers?
In most regulated markets you can withdraw consent to direct marketing in your account settings. Self-excluded customers must not receive any marketing.
Important: This article is general information, not legal, financial or medical advice. Rules change — always confirm with the relevant regulator. If gambling is causing you harm, free support is available.
