CRM and retention

Bonus and Promotion Compliance by Market

The rules that govern bonuses, free bets and inducements in Great Britain, Ontario, Brazil, the Netherlands, Sweden, Germany and US states, with what CRM teams must change in each.

11 min readPart of crm and retention

On this page
  1. What are the bonus rules in each market?
  2. What do the UK rules require in detail?
  3. How should CRM teams manage multi-market bonuses?
  4. How should a multi-market bonus be approved?
  5. What do significant terms need to include?
  6. How should support handle bonus disputes?
  7. Which controls should sit across the bonus lifecycle?
  8. How should an offer be tested before launch?
  9. What records should operators keep?
  10. Why are bonus rules tightening?
  11. How does a promotion move from idea to live, step by step?
  12. Which regulators set promotion rules in each market?
  13. Worked example 2: an offer withdrawn in one market
  14. What do players ask support about bonuses, and how should agents answer?
  15. Worked example: one promotion, four markets
  16. What mistakes do operators commonly make?
  17. Checklist
  18. Frequently asked questions
  19. Sources
  20. More guides

Bonus rules differ more by market than almost any other area of iGaming. Great Britain caps wagering at 10 times the bonus and bans mixed-product offers from 19 January 2026; Ontario bans public advertising of inducements outside the operator’s own site and consented direct marketing; Brazil prohibits bonuses and advances for licensed bets; Sweden allows a bonus only at a player’s first opportunity to play; the Dutch cabinet announced plans in June 2026 to ban bonuses such as free bets for new players; and US states such as Pennsylvania and Ohio restrict calling offers “free” or “risk-free” when players risk their own money.

Key takeaways

  • UK: 10x wagering cap, mixed-product bonus ban, consent by product and channel [1] [2].
  • Ontario: inducements not advertised publicly (Standard 2.05) [3].
  • Brazil: no bonuses or advances for licensed bets [4].
  • Sweden: bonus only at first occasion (14:9, amended 2026) [5].
  • US: “free” only if actually free; no “risk-free” when the player risks own money (Pennsylvania, Ohio) [6] [7].
10xUK wagering cap
2.05Ontario inducement standard
0Brazil bonuses allowed
1Swedish bonus occasion

What are the bonus rules in each market?

Bonus and promotion rules by market
Market Bonus rule What CRM must do Source
Great Britain Wagering max 10x the bonus; no mixed-product bonuses (from 19 Jan 2026); SR code 5.1.1 rewritten; opt-in by product and channel Cap wagering; single-product offers; consent checks [1] [2]
Ontario Inducements, bonuses and credits not advertised except on the operator’s site or by direct marketing with active consent Keep offers on-site or consented channels [3]
Brazil No advance, anticipation, bonus or prior advantage for bets No welcome bonuses [4]
Sweden Bonus only at the player’s first opportunity to play with the licensee No reloads or recurring bonuses [5]
Netherlands Untargeted advertising banned; cabinet plans (June 2026) to ban bonuses such as free bets for new players Monitor the legislation; minimise bonus reliance [8]
Germany Advertising and inducement restrictions under the Interstate Treaty; deposit cap limits incentives Check offers against GGL rules [9]
Pennsylvania “Free” only if actually free; no “risk-free” if the player must risk own money Rewrite promo copy [6]
Ohio Commission sought fines over “free” and “risk-free” claims (2023) Rewrite promo copy [7]
New Jersey No direct advertising to at-risk patrons in later intervention phases; no incentives to cancel withdrawals Suppress at-risk segments [10] [11]

What do the UK rules require in detail?

Direct marketing needs opt-in consent for each product and channel under SR code 5.1.12, with existing customers asked at first log-in if their preferences do not match [2]. High-value customer rules and harm-based suppression also apply; see segmentation.

How should CRM teams manage multi-market bonuses?

  1. Map rules per licenceKeep a rules matrix, not a single calendar.
  2. Encode eligibilityThe bonus engine should refuse ineligible offers by market automatically.
  3. Review copy“Free” and “risk-free” claims are restricted in several US states.
  4. Log consent and eligibilityFor audit and ADR.
  5. Review quarterlyRules change often: the Netherlands and Sweden both changed or proposed changes in 2025 and 2026.

Cevro describes how to automate bonus requests, and igaming.cx covers cutting bonus support tickets.

How should a multi-market bonus be approved?

  1. List the target marketsOne offer often reaches several licences through the same CRM.
  2. Check if bonuses are allowed at allBrazil does not allow welcome bonuses for licensed operators [4]; Sweden limits bonuses to the first occasion of play.
  3. Check structureUK wagering cap of 10x and no mixed-product offers [1]; Pennsylvania restrictions on calling bets “free” [6].
  4. Check channel and consentOntario allows inducements only on the operator’s own site or to players who consented [3]; UK direct marketing consent by product and channel [2].
  5. Check eligibility exclusionsSelf-excluded, cooling off, harm indicators, unverified accounts.
  6. Approve copy and termsSignificant terms next to the offer; plain language.
  7. Log the approvalWho approved, when, which markets, which version of the terms.

What do significant terms need to include?

Significant terms to show with an offer
Term Why players need it
Wagering requirement How much must be bet before winnings can be withdrawn
Expiry When the bonus or free spins lapse
Eligible games or markets Which products count
Contribution rates How much each game counts toward wagering
Maximum win or conversion Any cap on withdrawable winnings
Minimum deposit What triggers the offer
Payment method exclusions Methods that do not qualify

How should support handle bonus disputes?

Disputes usually concern wagering progress, excluded games, maximum win caps or a bonus voided for abuse. Support should show the player their wagering progress, quote the exact term, and explain how to complain if they disagree. In the UK, complaints that are not resolved can go to an approved ADR provider. Agents should not promise goodwill credits that bypass bonus rules or RG checks.

Which controls should sit across the bonus lifecycle?

Bonus lifecycle controls
Stage Control
Design Market rules checked; terms drafted in plain language
Eligibility Exclusions for self-exclusion, harm indicators, unverified accounts, restricted markets
Issue Consent checked for the channel; caps on value per player
Wagering Progress visible; caps such as 10x in Great Britain [1]
Expiry Clear expiry with a reminder that does not pressure
Conversion Winnings converted to cash under the stated terms
Audit Sample checks that offers reached only eligible players

How should an offer be tested before launch?

  1. Test eligibilityUse test accounts in each state: excluded, unverified, at limit, wrong market. None should receive the offer.
  2. Test the mathsCheck wagering, contribution rates and maximum win in the bonus engine match the terms.
  3. Test the copyCheck every channel shows the significant terms.
  4. Test supportBrief agents with a short FAQ.
  5. Test the off switchConfirm the offer can be withdrawn quickly in one market without affecting others.

What records should operators keep?

Records for bonus compliance
Record Why
Approved terms by version Show what players agreed to
Approval log Who approved and when
Audience definition Show exclusions were applied
Send logs Who received what, when, on which channel
Complaints Spot unclear terms
Withdrawals of offers Show breaches were corrected

The CMA’s work with the Gambling Commission on unfair terms in 2017 to 2019 set expectations on clear terms and on letting players withdraw their own money [12].

Why are bonus rules tightening?

Regulators see bonuses as one of the strongest inducements to gamble, and complex terms as a common source of consumer harm and complaints. Recent changes reflect that view: the UK capped wagering requirements and banned mixed-product promotions [1], Brazil does not allow welcome bonuses [4], Sweden limits bonuses to the first occasion, and the Netherlands has discussed further restrictions [8].

For CRM teams, the trend points one way: fewer, simpler offers with clearer terms, delivered only to players who have consented and show no signs of harm. Teams that build their bonus processes around these principles now will need fewer changes as rules continue to tighten.

How does a promotion move from idea to live, step by step?

  1. Business caseThe CRM team defines the goal, audience, offer and markets.
  2. Market checkEach market is checked: are bonuses allowed, what structure, which channels need consent.
  3. Terms draftingSignificant terms are written in plain language and versioned.
  4. Compliance reviewCompliance approves terms, copy and audience rules for each market.
  5. BuildThe bonus engine is configured with wagering, caps and eligibility; segments are built with exclusions first.
  6. TestTest accounts confirm eligibility, maths, copy and the off switch.
  7. Launch and monitorWatch complaints, support contacts and safer gambling flags as well as uptake.
  8. Close and reviewRecord results and any issues; archive the approval file.

Which regulators set promotion rules in each market?

Promotion rules by market
Market Regulator What it covers for this topic Official source
Great Britain Gambling Commission; ICO for electronic marketing Consent by product and channel (SR code 5.1.12); 10x wagering cap; electronic marketing also follows PECR Gambling Commission, Promotions changes, Information Commissioner’s Office
Ontario AGCO Inducements only on the operator’s own site or to players who consented (Standard 2.05) Registrar’s Standards
Sweden Spelinspektionen Bonuses only on the first occasion of play; moderation in marketing Spelinspektionen, SFS 2025:767
Netherlands Kansspelautoriteit No untargeted advertising; further limits on ads and bonuses under discussion Kansspelautoriteit, Untargeted advertising ban decree
Germany GGL Licensing conditions on advertising and player protection GGL
Brazil SPA No welcome bonuses; advertising rules for licensed operators Secretaria de Prêmios e Apostas
New Jersey Division of Gaming Enforcement Responsible gaming rules adopted October 2026, including limits on marketing to at-risk patrons DGE responsible gaming rule adoption
Pennsylvania PGCB Restrictions on describing bets as “free” when conditions apply Pennsylvania Gaming Control Board

Worked example 2: an offer withdrawn in one market

  1. A free spins offer goes live in four markets.
  2. Support sees questions from Brazilian players about a “welcome” message.
  3. Compliance confirms the Brazilian variant was wrongly configured as a welcome offer, which licensed operators cannot give [4].
  4. The offer is switched off in Brazil only; other markets continue.
  5. Affected players are identified, the cause is fixed, and the incident and remediation are recorded.

What do players ask support about bonuses, and how should agents answer?

Bonus questions and answers
Question Good answer
“Why can’t I withdraw?” Show wagering progress and explain which balance is withdrawable now
“Why didn’t this game count?” Point to the contribution table in the terms
“Why was my bonus removed?” Name the term applied and the evidence category; give the complaint route
“Can I get a welcome bonus?” (Brazil) Licensed operators cannot offer welcome bonuses [4]
“Why did I get no offers?” Offers depend on consent, market rules and eligibility; explain without implying a judgement

Clear, consistent answers reduce complaints and help players understand terms. Cevro covers how to automate bonus requests.

Worked example: one promotion, four markets

Adapting one promotion
Market Original idea: “£50 risk-free bet plus 50 free spins, 35x wagering” Compliant version
Great Britain Mixed product and 35x wagering breach rules Single-product offer, wagering 10x or less, only to consented customers
Sweden Not the player’s first occasion No bonus for existing players
Brazil Bonuses prohibited No bonus; use non-bonus engagement
Pennsylvania “Risk-free” claim not allowed if own money is at risk Describe terms plainly

What mistakes do operators commonly make?

One calendar for all markets

Guarantees a breach somewhere.

Public inducement ads in Ontario

Breach Standard 2.05 [3].

“Risk-free” language in the US

Fines sought in Ohio [7].

Wagering above 10x in the UK

Prohibited since 19 January 2026 [1].

One offer for all markets

Market rules differ on whether bonuses are allowed at all.

Terms hidden behind links

Significant terms belong next to the offer.

Checklist

  • Rules matrix per licence.
  • Bonus engine enforces eligibility.
  • Wagering within caps.
  • No mixed-product offers in the UK.
  • Consent checked per product and channel.
  • Promo copy reviewed for “free” and “risk-free”.
  • At-risk segments suppressed.
  • Approval log for every offer.
  • Market variant per licence.
  • Wagering progress visible to players.
  • Support script for bonus disputes.
  • Lifecycle controls documented.
  • Pre-launch offer tests.
  • Terms versioned.

Frequently asked questions

What is the UK wagering cap?

10 times the bonus, from 19 January 2026.

Are welcome bonuses allowed in Brazil?

No. Licensed operators may not grant bonuses or advances for bets.

Can Ontario operators advertise bonuses?

Only on their own site or through direct marketing with the player’s active consent.

How many bonuses can Swedish players get?

One, at the first opportunity to play with a licensee.

Is the Netherlands banning bonuses?

The cabinet announced plans in June 2026; it was a proposal, not yet law.

Can US sportsbooks advertise “risk-free” bets?

Several states restrict it where players risk their own money, including Pennsylvania and Ohio.

What is a mixed-product bonus?

An offer requiring play across product types, such as betting and slots; banned in Great Britain.

Do bonus rules affect CRM consent?

Yes. UK direct marketing requires opt-in by product and channel.

Who enforces Ontario’s rule?

The AGCO, which has fined operators for inducement advertising.

Can one bonus be offered in every market?

Rarely. Most operators need market-specific variants because bonus rules, consent and channel rules differ.

What is a contribution rate?

The share of a bet that counts toward wagering, for example 100% for slots and 10% for table games. Rates vary by operator.

What happens if a bonus breaks the rules in one market?

Withdraw it in that market, review who received it, and record the fix. Regulators expect operators to identify and correct breaches.

How long should bonus records be kept?

Long enough to answer complaints and regulator questions; follow your licence and data protection retention policy.

What is a contribution table?

A list of how much each game type counts towards wagering.

What should happen if an offer breaks a market rule?

Switch it off in that market, identify affected players, fix the cause and record the remediation.

Sources

  1. Gambling Commission: gambling promotions to be safer and simpler
  2. CMS: direct marketing requirements (SR code 5.1.12)
  3. AGCO: penalties to BetMGM and PointsBet (May 2022)
  4. BNLData: licensed operators cannot offer welcome bonuses
  5. SFS 2025:767 (Swedish Gambling Act amendments)
  6. SBC Americas: PGCB limits use of “free bets” (March 2023)
  7. Frankfurt Kurnit: the risk of stating “risk free” in sports betting ads (February 2023)
  8. DutchNews: cabinet plans ban on online gambling ads and bonuses (June 2026)
  9. GGL (official site)
  10. New Jersey DGE: online responsible gaming rule adoption (October 2026)
  11. N.J.A.C. 13:69O-1.3 (Justia)
  12. CMA: online gambling case (2017 to 2019)

Bonus abuse

The common bonus abuse schemes, how to detect them and how to enforce terms fairly.

iGaming CRM explained

What player CRM does, the lifecycle stages, and the data it uses.

CRM suppression and self-exclusion

How to suppress marketing after self-exclusion and RG flags: GAMSTOP, BetGuard, Spelpaus, OASIS.

Player segmentation and value tiers

How operators segment players by value, behaviour and risk, and the guardrails that apply.

United Kingdom

Payments, KYC, responsible gambling and marketing rules in United Kingdom.

Further reading elsewhere