Waging war on wagering: how UK affiliates can prepare for the 10x bonus cap

On 19 January 2026, the GB Gambling Commission is shaking up its Licence Conditions and Codes of Practice. Social Responsibility Code 5.1.1 (Rewards and Bonuses) will be restructured to prevent operators from running promotions that mix gambling products. 

The revisions will also cap bonus wagering requirements to 10x – a move that will have significant implications for operators. UK affiliates, including my team at NoWagering.com and Double Up Media, are also likely to feel the ripple effects.

Out with the old

Until now, to compete in such a crowded market, most operators have relied on large bonuses to gain attention. These ‘generous’ bonuses are almost always accompanied by high wagering requirements. It’s not unusual to see figures as high as 50x or even 100x, in order to ensure very few, if any, players are able to profit from the bonus. 

A lower wagering requirement, even as low as 20x, could pose too much risk to operators offering large matched deposit bonuses, certainly as high as £500, but possibly even for those as low as £100.

I believe a 10x wagering requirement cap will no longer be commercially viable for operators that rely on large bonuses to attract new players – not without further restrictions added to the T&Cs.

Even those offering free spins (which are much cheaper than matched deposit bonuses) may find themselves victim to bonus abuse if they’re currently too reliant on high wagering requirements to protect them.

It appears that the traditional acquisition model needs fundamental changes.

In with the new?

The new rules will probably kill off traditional deposit match bonuses such as ‘Deposit £100, Get £100 Bonus’, unless maximum win caps or other restrictions are introduced. I can’t see how a 10x wagering requirement will offer sufficient protection against abuse on these sorts of bonuses.

Perhaps operators could just about make it work if the bonus size was slashed to £10. Maybe £20 at a push. But will that be enough to attract new players? I don’t think so.

Initially, at least, I believe most operators will switch to free spins bonuses, as they’re more affordable and easier to control. But with so many on offer already, and limitations on the games they can be used on, they’re not exactly unique and probably won’t be enough to cut through the noise either.

More likely, then, it’s time for some much-needed creative thinking in this space.

Perhaps we’ll see more “wheel of fortune” type promotions, promising shiny rewards like cash prizes, gadgets and even holidays. But in reality, I fear the majority of players will only receive token prizes like 10 or 20 free spins.

That said, I’m excited to see what operators will come up with. The new regulations could potentially invigorate a part of our industry that’s been stagnant for some time. 

In the meantime, however, I won’t be surprised to see ‘more of the same’, just with measly maximum win caps added to the bonus conditions.

Possible impacts on iGaming affiliates

What does this mean for affiliates, then? In short, I’m preparing for chaos initially.

Although I’ve noticed a handful of brands modifying offers well ahead of the new rules, the vast majority don't comply as things stand. We’re running out of time for changes to be made, so I envisage a last-second panic among operators. If not a panic, then an overly relaxed approach to compliance – simply reducing the wagering requirements on their current bonuses, which I’m sure will only have to be replaced in a few weeks’ time once the abuse comes pouring in.

For that reason, affiliates must also be wary. My advice is to tread with extreme caution when dealing with operators who have previously relied on high wagering requirements. Ask them what their plan is. How will they protect themselves against abuse? How will they remain profitable? What will it mean for your account, your rev share and your investment? Will they be forced out of business and/or terminate their affiliate programme?

Additionally, take care with the offers you’re promoting. A simple lowering of the wagering requirements on a ‘generous’ bonus could be a magnet for bonus hunters – the last thing you want is to flood a healthy account with low-quality players.

You may want to consider a shift in strategy. It makes more sense than ever to promote sites based on their all-round product offering, not just the headline-grabbing welcome bonuses. It could be a good few months before we see any truly new and innovative offers that balance risk with good value.

Furthermore, I expect a number of operators to cease trading or exit the UK entirely, so it would be wise for affiliates to choose their partners carefully.

The new restrictions do feel harsh, and will certainly leave a significant dent in the bottom line of many gambling companies – especially when combined with the new 40% Remote Gaming Duty, effective April.

Although NoWagering.com has spent years calling for change, I never expected anything this drastic. A 20x limit would have been sufficient to balance profitability with fairness to players. Now, I suspect the UK market simply won’t be commercially viable for many operators.

It’s not all bad, right?

Of course not. As I mentioned, these regulatory revisions could be the catalyst for change in an area that often feels stale.

With brands no longer able to lazily rely on huge bonuses, the playing field is a little more even. Smaller operators, whose customer service or other USPs might be very good, will no longer be overshadowed by mammoth signup incentives.

I believe operators should now focus on providing a reliable, entertaining platform that keeps players coming back for more. As a result, I’m hoping to see an improvement in the overall quality of online casinos, and good riddance to those that prioritised churn over retention.