Barely a year since it was hailed as a “once-in-a-generation” overhaul, the UK’s gambling white paper seems to be fading from public memory — at least if you believe the growing calls for another round of regulatory reform. But as Wes Himes, Senior Adviser at the Betting and Gaming Council, rightly points out, the ink isn’t even dry on the current reforms.
The White Paper: A Landmark Reform Still Unfolding
Let’s not forget: the 2023 white paper set out 62 regulatory measures, touching everything from player protection to product design. It marked a hard-won balance — tightening controls on problematic gambling while preserving consumer freedom for the majority.
And yet, despite its scale, calls for a new review are growing louder, ignoring the fact that many of these changes are only now entering force.
£100M RPT Levy: A Game-Changer for Safer Gambling
Among the most significant of these reforms is the statutory levy, which took effect on 6 April 2025. The new system will direct £100 million annually toward Research, Prevention, and Treatment (RPT) for gambling-related harm — nearly double the previous voluntary contributions.
But how this money is governed remains unclear. Key questions loom over:
- Eligibility criteria for funding
- Conflict of interest management
- Transparency and trust-building
Established RPT providers risk being overlooked unless safeguards are built in. A recent report by Better Change highlights this challenge and should be essential reading for policymakers and commissioners.
Stake Limits: A Reality Check for GGY
Two new stake limits are now in force:
- £5 per spin for players aged 25+
- £2 per spin for under-25s
While the average online stake is already below £2, the government estimates a £181 million annual hit to operator Gross Gambling Yield (GGY). Whether this results in players migrating to unregulated platforms remains to be seen — the real impact will become clearer by autumn.
Direct Marketing Rules: Rewiring Customer Choice
From 1 May, updated licensing conditions allow players to customise how and where they receive marketing. More changes are coming soon, including:
- Limits on bonus redemption mechanics
- Restrictions on bundling inducements across products
Marketing teams will need to retool strategies fast to stay compliant while maintaining performance.
Land-Based Reforms on the Way
Changes to land-based gambling venues — including updates to outdated machine allocations and permissions for sportsbooks — are working their way through parliament and expected to go live in early summer.
Calls for Further Regulation Could Undermine Everything
Let’s be clear: the white paper was not a half-measure. Government estimates place its total impact on online GGY between £584 million and £914 million. And that’s before considering the black market displacement effect, which is notoriously hard to quantify but absolutely real.
The government has commissioned NatCen as the lead evaluator, yet transparency on methodology and timelines is lacking. What’s the base year? How will displacement be calculated? These are crucial questions, and we’re still waiting for answers.
Industry Needs Breathing Space, Not More Whiplash
Even before full implementation, we’re seeing new pressures emerge:
- ASA is reviewing its guidance on “strong appeal” advertising
- ICO has launched a probe into cookie and tracking tech
- The Treasury is exploring a single online gambling tax
- The Gambling Commission is probing fairness in terms and conditions
The industry doesn’t need another overhaul — it needs time to digest, implement, and adapt.
Once-in-a-Generation Should Mean Just That
To those pushing for another reset: take a beat. Let the white paper run its course. Measure its outcomes. Learn from the data. Policy stability matters, not just for business planning, but for consumers who deserve a safe, fair, and functioning marketplace.
The UK gambling sector is not standing still — it’s undergoing one of the most comprehensive transformations in its history. Let’s not derail it before it even leaves the station.
