Gambling Bonus and Offer Advertising Rules

Great Britain

From January 19, 2026, the Gambling Commission caps wagering requirements on bonuses at ten times. Its announcement says "Capping the wagering requirement to ten decreases the likelihood of harm." The same change bans offers that require customers to take part in two or more types of gambling, such as betting and slots, to receive a bonus. The start date was moved from December 19, 2025.

Direct marketing of offers also changed: from May 1, 2025, remote operators must let customers choose marketing by product type, such as betting, bingo or casino, and by channel, such as email or SMS. Our UK rules page covers the codes behind these rules.

Ontario

Alcohol and Gaming Commission of Ontario (AGCO) Standard 2.05 is the strictest bonus rule in our four markets. Inducements, bonuses and credits may not be advertised "except on an operator's gaming site and through direct advertising and marketing, after receiving active player consent." The guidance adds: "This standard prohibits all public advertising, including targeted advertising and algorithm-based ads." Standard 2.06 says offers must "Not be described as free unless the inducement, bonus or credit is free," and 2.07 requires that players "actively consent to receiving any direct advertising and marketing of inducements, bonuses and credits."

So a public Ontario campaign should promote the brand, the product and safer gambling, not the offer. See the Canada rules page.

United States

Massachusetts bars ads that describe wagering as "free of risk", and bars calling promotional credits free if a patron must wager their own funds to receive them. Ohio requires ads to "Clearly convey the conditions" of offers, including the nature of any promotion and the cost to take part. New Jersey's April 2023 best practices ask operators not to promise "guaranteed wins" or "risk-free" bets unless the patron is fully compensated for lost funds, and to state wagering requirements clearly. The AGA code says no message should suggest sports wagering is without risk or use "risk free" language.

The US rules page has the rest of each state's rule.

Wording checklist for offers

1. Check the market first. In Ontario, keep offers out of public ads entirely.
2. Drop "risk free". It is barred or discouraged in every US source we cite.
3. Use "free" only when it is free. Ontario and Massachusetts both tie the word to offers that cost the player nothing.
4. Put conditions next to the offer. New Jersey requires material conditions to be designated, and Ohio requires conditions to be clearly conveyed.
5. Match the landing page. The terms on the landing page must match the ad.

Questions

Can I advertise a "risk-free first bet" in the US?

Avoid it. Massachusetts bars describing wagering as free of risk, New Jersey's best practices limit risk-free claims to offers that fully refund losses, and the AGA code bans the phrase.

Can an Ontario operator mention a welcome bonus in a social media ad?

Not in public advertising. AGCO Standard 2.05 allows bonus advertising only on the operator's own gaming site and in direct marketing to players who have actively consented.

Sources

1. Gambling Commission, Gambling promotions to be safer and simpler, last updated July 24, 2025.
2. Gambling Commission, Summer 2023 consultation response: Improving customer choice on direct marketing, last updated August 1, 2025.
3. AGCO, Registrar's Standards for Internet Gaming: Responsible Gambling (export), Marketing and Advertising section last updated May 14, 2026.
4. AGCO, Marketing and Advertising, last updated May 14, 2026.
5. Massachusetts Gaming Commission, 205 CMR 256.00: Sports wagering advertising, Mass. Register #1581, August 28, 2026.
6. Ohio Administrative Code (official), Rule 3775-16-08 Advertising, effective October 15, 2022; five-year review October 15, 2027.
7. New Jersey Office of the Attorney General, AG Platkin Announces New Multi-Faceted Efforts to Curb Problem Gambling, April 20, 2023.
8. New Jersey Administrative Code via Justia (reproduction), N.J.A.C. 13:69C-14.2 Criteria governing advertising, current through June 16, 2025.
9. American Gaming Association, Responsible Marketing Code for Sports Wagering, updated March 28, 2023.

All pages checked October 28, 2026. How we choose sources: data sources.