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Two Contrasting Industries Publicise Strengthened UK Promotion Rules in Q1 of 2025

In 2025, two contrasting industries in the UK announced strategies and rule changes to clamp down on promotions. For one, that of the finance sector, it's been done in response to several highly publicised controversies of late. For another, online casinos, this is to ensure they keep their entertainment value. Whilst their rule changes may be for different purposes, the aim of both is to strengthen promotional rules in these two distinct markets. Let's take a look at what these changes mean.

Finance 

Like with all other sectors, financial promotions must be provably clear, fair, and accurate. However, the finance sector has been repeatedly in the news over the past few years, in part due to a sharp increase in misleading financial advertisements. In fact, the Financial Conduct Authority (FCA) has said that they intervened to withdraw or amend almost 20,000 financial promotions in 2024 alone, which is almost double (a 97.5% increase) the figures they saw in 2023. 

Due to this, the FCA has committed to clamping down on its rules. One of the key areas that they are strengthening their rules surrounds unauthorised people promoting financial products or services, due to a rise in ‘finfluencer’ marketing. 

This is thanks to a highly publicised case set for 2027, which will see influencers from several reality TV shows trialled for promoting high-risk trading schemes and advising on buying and selling contracts for difference (CFDs) investments on social media between 2018 and 2021 without any authorisation. To combat this, the FCA has introduced the Section 21 Gateway, which will require businesses to get permission from the FCA in advance of using unauthorised people for promotional activities. 

Online Casinos 

Perhaps one of the most popular ways that online casinos promote themselves is with tailored offers and rewards. Across a wide range of platforms, new and existing players may be eligible to claim a casino bonus such as free spins, random cash drops, daily tournaments like Drops & Wins, and in-game prize draws like Lucky 6 Roulette Madness. These offers can allow players to try their hand at a wider range of different games than they might otherwise be able to, and to test whether they prefer games like slots or slingo, or live games like blackjack or roulette.

When offering these promotions, platforms apply clear terms and conditions. For example, players might get a £100 welcome bonus and 100 free spins. Here, the terms and conditions clearly state that this is for new customers only, players must opt in and deposit a set amount to qualify, the offer is valid for 7 days after registration, and so on. 

Recently, the UK Gambling Commission has published communications affirming the importance of making these terms and conditions as clear, transparent, fair, and readily accessible as possible. In addition, they are introducing stricter rules for promotions, which are set to come into force in December 2025. This is said to cap wagering requirements at ten times the bonus amount and stop mixed product promotions in order to reduce complexity and maintain consumer choice. For many platforms, this will require little to no changes in their strategy. 

As you can see, the proposed changes to online casino promotions seek to ensure that players can fully understand everything, keeping it as entertaining and engaging as possible. On the other hand, tighter restrictions on financial promotions are an attempt to reduce further controversy.

Two Contrasting Industries Publicise Strengthened UK Promotion Rules in Q1 of 2025