UKGC Backs off Plans for New Gambling Marketing Restrictions

The UK Gambling Commission (UKGC) has postponed the rollout of new marketing restrictions from January 2025 to May 1, 2025, following concerns from gambling operators about the clarity and impact of the new rules.

Concerns from Operators

• The update to the Social Responsibility Code (section 5.1.12, paragraph six) created confusion over marketing permissions.

• Operators feared they might have to block players from gambling until they reset their marketing preferences.

• Many worried this could disrupt operations, especially if existing customer data couldn’t be transferred automatically.

UKGC Clarifications

• Operators may transfer existing marketing preferences if they were explicitly opted-in for certain products and channels (e.g., email, SMS).

• Customers who haven’t set preferences will be prompted to do so after May 1, 2025 upon their next login.

• The clarification aligns with the UKGC’s consumer protection goals and its push for responsible gambling practices.

Wider Industry Context

• The delay comes as the UKGC introduces other reforms, such as affordability checks launched in a recent pilot program.

• These checks will help identify financial vulnerability or debt risks using both live and historical data.

• Legal experts warn the new marketing rules could affect revenues by banning soft opt-ins and requiring explicit consent, forcing operators to explore creative marketing tools like in-app notifications.

The revised timeline gives operators more time to adapt while ensuring that future marketing remains fully transparent, consent-based, and consumer-focused.