| What | How will it be implemented? | Next step | Current status | Implementation date |
| Socially responsible use of incentives such as free bets and bonuses, such as removing re-wagering requirements | LCCP amendments | The Gambling Commission’s response to the Autumn 2023 consultation on socially responsible incentives sets out that the following will be introduced:
(i) implementation of a cap on wagering requirements to a maximum of 10 times in promotional offers; (ii) a ban on mixing of products within incentives; and (iii) changes to the structure of LCCP SR Code 5.1.1 (Rewards and Bonuses), namely the deletion of LCCP SR Code 5.1.1 1(b)(i), which states ‘neither the value nor amount of benefit is dependent on the customer gambling for a pre-determined length of time or with a pre-determined frequency’. |
The Autumn 2023 consultation on socially responsible incentives closed on 21 February 2024. The Gambling Commission’s response was published on 26 March 2025, here, which details the amendments to the LCCP, taking effect from 19 December 2025. | The new elements of the LCCP noted to the left will come into effect on 19 December 2025. |
| Higher standards for consent to direct marketing and promo offers | Social Responsibility Code amendments | The Gambling Commission has introduced a new LCCP Social Responsibility code (5.1.12) which relates to electronic direct marketing requiring consent, with ‘soft opt-in’ consent not being a viable option to rely on.
Licensees must now provide customers with options to ‘opt-in’ to direct marketing on a per product and per channel basis. For further analysis on this LCCP Social Responsibility code, please see our insight article here and here. |
The Gambling Commission summer 2023 consultation closed on 18 October 2023. On 1 May 2024 the Gambling Commission published its response, here, as it relates to improving customer choice on direct marketing. | LCCP Social Responsibility code (5.1.12) entered into force on 1 May 2025. |
| Improved public health messaging | New government policy | The government has stated that 30% of funding from the statutory levy (which took effect on 6 April 2025) will be allocated to “develop a comprehensive approach to prevention and early intervention” with respect to gambling-related harm, which may include national public health campaigns. | Forms part of the government consultation on the statutory levy, which closed on 14 December 2023.
The outcome of the consultation was published on 27 November 2024 – see here. |
Linked to the implementation of the statutory levy, which took effect on 6 April 2025. |
| Use of online advertising tech to ‘de-target’ children and vulnerable people | Update to the Gambling Industry Code for Socially Responsible Advertising | On 1 December 2023, the 7th edition of the Gambling Industry Code for Socially Responsible Advertising took effect, outlining the requirement that – with respect to sponsored / paid-for digital media advertising – gambling operators must use a 25+ filter where digital platforms offer that functionality.
The 7th edition also includes a requirement that gambling operators undertake reasonable endeavours to exclude customers with an active self-exclusion, cool-off period or that have otherwise been identified as a ‘higher risk’ customer from paid-for social media campaigns. |
The 7th edition of the Code took effect on 1 December 2023 | |
| Withdrawal of front-of-shirt sponsorship for Premier League clubs’ matchday shirts | Voluntary ban by the Premier League | Ban to be implemented by the end of the 2025/2026 football season | Ban to be implemented by the end of the 2025/2026 football season | |
| Adoption of a common Code of Conduct for gambling sponsorship in sports | Introduction of Code of Conduct by sports governing bodies | Code of Conduct is currently under development | TBC |
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