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Gamblers don’t understand ‘free bets’ – and the costs can be huge

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Gamblers don’t understand ‘free bets’ - and the costs can be huge
Gorodenkoff/Shutterstock

“Welcome bonus: get 150% up to £150 on your first deposit”. It’s the kind of offer that greets anyone who visits a British online betting site. What it doesn’t say is that if you decide to spend £50 on this offer, you’d need to stake an additional £750 of your own money before any winnings could be withdrawn.

Recent research by colleagues and I asked nearly 600 UK bettors to work out the true cost of exactly that kind of offer. Nearly everyone got it wrong, underestimating the real amount often by hundreds of pounds.

Financial inducements, “free” bets, deposit matches and welcome bonuses are a standard part of signing up with almost any UK operator. Their behavioural harms are well established. They encourage people to gamble more often, push bettors towards riskier wagers and are linked to chasing losses. The heaviest effects tend to fall on those already experiencing gambling harm.

But behaviour is only half the story. Harm can also stem from something more basic: not understanding what an offer actually requires of you in the first place. That’s where wagering requirements come in – the rules saying you have to bet the bonus amount a certain number of times over before any winnings attached to it can be withdrawn.

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Until recently, these multipliers could be as high as 50 times the bonus. Since January 2026, the UK Gambling Commission has capped them at ten times and required operators to make their terms clearer. It’s a meaningful step. But it stops short of requiring operators to show consumers what that ten times multiplier actually means in pounds and pence, and that omission turns out to matter.

Our research

We ran an online experiment with 585 adults who had gambled in the past year. Each participant saw a realistic welcome bonus modelled on a real 2025 promotion, fully compliant with the 2026 rules. Half saw it in the standard industry format. The other half saw the same offer with one addition: a three-sentence example spelling out what the 10 times wagering requirement actually meant for a £50 deposit.

The correct answer was £750. The median estimate was £500. More than 90% of participants underestimated the true cost. Only around 5% got it right.

The £500 figure is telling. It is exactly what you would get if you applied the 10-times multiplier to the £50 deposit but ignored the 150% bonus on top. Most people understood part of the calculation but missed the compounding effect.

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Matched bonuses combined with wagering multipliers are among the most common inducements in the UK. Together, they appear to obscure the true cost in a systematic way.

Crucially, this misunderstanding was not confined to any one group. People at low risk of gambling harm miscalculated at almost the same rate as those at high risk. The issue is not that some bettors are bad at maths. It is that the offer itself is structured to make the true cost hard to calculate.

When we added the worked example, attractiveness ratings dropped significantly. Once people could see what the offer required, they found it far less appealing.

Man using online sports betting services on phone and laptop
Over 90% of UK bettors misjudge ‘free bets’ gambling bonuses.
Kaspars Grinvalds/Shutterstock

What bettors told us

Participants’ responses revealed three consistent themes. Many described the offers as manipulative, using words such as “predatory” and “deceptive”. Others argued they were economically worthless, with one participant saying “99% of people will fail to benefit”. Many also called for stronger regulation.

Several made a comparison worth taking seriously: gambling inducements, they argued, should follow the same upfront disclosure rules as credit products. One 23-year-old said wagering requirements should be shown on the advert itself, “similar to how interest rates need to be shown clearly on sites offering loans”.

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They may have a point. The Annual Percentage Rate was introduced in UK consumer credit precisely because people couldn’t compare loan products when costs were hidden behind different headline formats. Gambling inducements present an almost identical problem.




Read more:
Why people are watching livestreams of influencers gambling – and how it could be fuelling addiction


Capping wagering requirements at ten times is welcome. But it’s not the same as making costs visible. Even a reduced multiplier still requires a multi-step calculation, and an understanding of compounding that many people do not have.

A worked example, shown in the same print size as the headline offer, would take only a few lines. It would not ban anything or restrict choice. But our study suggests it would change how people evaluate these offers. Denmark already requires something similar. Australia, Spain, Belgium and Italy have gone further, banning inducements to new customers altogether.

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Worked examples are not a complete solution. But as a low-cost addition to existing Gambling Commission rules, they could help consumers see these offers for what they are before deciding whether to take them up.

The Conversation

Jamie Torrance has received, in the last three years: (1) Open access publication funding from Gambling Research Exchange Ontario (GREO), (2) Conference travel and accommodation funding from the Academic Forum for the Study of Gambling (AFSG), (3) A minor exploratory research grant from the ASFG and GREO, (4) Seed Grant funding from the International Centre for Responsible Gambling (ICRG), (5) Studentship funding from the Economic and Social Research Council (ESRC), (6) Rapid evidence review (RER) funding from UK Research and Innovation (UKRI), (7) Policy Fellowship funding from UKRI, and (8) A Gambling Harms Research and Innovation Partnership (GHRIP) award from UKRI.

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Starmer ‘would not have appointed Mandelson if he was aware of vetting failure’

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Starmer ‘would not have appointed Mandelson if he was aware of vetting failure’

He told Sky News: “The thing that I think Labour MPs should think about quite carefully now is their Government has been a bit of a failure, frankly, on the economy, on so much, and it’s in chaos, in the way that Conservatives were in chaos, in perpetual crisis, and I don’t think they can get out of that unless Keir Starmer moves aside.”

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Tottenham report ‘vile, dehumanising’ racist posts about Kevin Danso to police after Brighton match

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Tottenham report ‘vile, dehumanising’ racist posts about Kevin Danso to police after Brighton match

Tottenham Hotspur has issued a strong condemnation of the “vile, dehumanising racism” aimed at defender Kevin Danso, which followed Saturday’s 2-2 draw with Brighton.

The abuse surfaced after Danso was implicated in the concession of Georginio Rutter’s stoppage-time equaliser, a result that left Spurs languishing in the Premier League relegation zone.

The club has confirmed that it has reported the racist abuse, received via social media, to the police.

In a statement, Tottenham said that the incidents occurred during the Premier League’s dedicated “No Room For Racism” weekend.

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“Since yesterday’s fixture against Brighton… Kevin Danso has been, and continues to be, subject to significant and abhorrent racist abuse on social media,” the club said.

They labelled such behaviour as “without doubt a criminal offence” and said that it “will not be tolerated”.

Tottenham Hotspur’s Xavi Simons celebrates scoring their second goal with Kevin Danso during the Brighton match
Tottenham Hotspur’s Xavi Simons celebrates scoring their second goal with Kevin Danso during the Brighton match (Reuters)

Tottenham are pursuing “immediate action”, reporting all identified content to the Metropolitan Police, as well as to the appropriate authorities in the countries where perpetrators reside, and to the relevant social media platforms.

The club have pledged to “push for the strongest possible action against each and every person we identify”.

They also affirmed their “complete and unconditional support” for Danso, stating: “No one at this club will ever stand alone in the face of this.

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“Nothing about form or league position can ever excuse or explain racist abuse. There is no connection between performance on the pitch and the right to target a player with discrimination. Criticism of performances is part of the game. Racism is not.”

In February, an “appalling weekend” rocked English football after four players were subjected to racist abuse on their social media accounts following recent matches.

Chelsea defender Wesley Fofana and Burnley midfielder Hannibal Mejbri both shared images of racist messages they privately received on Instagram after their teams’ 1-1 draw at Stamford Bridge.

Wolverhampton Wanderers striker Tolu Arokodare also displayed racially aggravated messages sent to him on Instagram following a 1-0 loss at Crystal Palace, a game in which he had a penalty saved.

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And last week, Sunderland condemned racist abuse directed towards Brian Brobbey on social media and offered the striker their full support.

The club said Brobbey was targeted online after the Black Cats’ 1-0 win over Tottenham in the Premier League.

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Brilliant spring flower displays as warm sunshine follows wet winter

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Man kneels to tend to a sea of yellow and red tulips in front of Hampton Court Palace

Spring is a season of transition, as lingering winter influences are gradually replaced by increasing warmth.

The days get longer, the sun is higher in the sky with plants responding to this increased sunlight and rise in temperatures.

Snowdrops and daffodils give way to tulips and bluebells, and the speed and intensity of spring’s blooms are highly influenced by the weather.

This year much of the UK started spring with plenty of moisture in the soil after a wetter than average winter. Met Office figures show that March delivered some notably warm weather for England and Wales in particular, alongside plenty of sunshine.

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Has Steph Miligan left Emmerdale for good as Georgia Jay quits? | Soaps

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Has Steph Miligan left Emmerdale for good as Georgia Jay quits? | Soaps
No more Steph? (Picture: Mark Bruce)

Will we ever see Steph Miligan again in Emmerdale?

Maybe, but chances are she’ll have a different face, as Georgia Jay has reportedly left the ITV soap during her maternity leave and has no plans to return.

While her departure was initially believed to be temporary, it’s since become a permanent one, as Georgia has quit the show to focus on motherhood.

Fans had previously expressed their excitement when Georgia took to Instagram, sharing an image taken on the Emmerdale set, and those hoping for a Steph return were later sent into another tizzy when Georgia shared a picture of a trip to the hairdressers, with a blurred-out script set out in front of her.

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Steph’s time in Emmerdale

Anthony stood behind Steph
Steph made a horrific discovery about her parentage (Picture: ITV/Mark Bruce/Shutterstock)

Steph’s tenure in the Yorkshire Dales was marked by two big plots: her relationship with Ross Barton (Mike Parr) and the discovery that that her beloved grandfather Anthony Fox (Nicholas Day) was actually her biological father and not Caleb Miligan (William Ash), after he abused her mum,

Ross and Steph had formed quite a bond after getting together initially through a combination of lust and Steph wanting to wind her parents up. The relationship evolved into one of genuine affection on both sides, but it was completely upended when she discovered the truth of her parentage.

In the aftermath of discovering Anthony’s abuse and that he’d been killed by her mum, Steph became fixated on her resemblance to him and was so desperate she even tried to have surgery to alter her appearance. Ross wanted to support her through this hard time, but she pushed him away, though she did begin going to therapy to try to help her move on. 

Editorial use only Mandatory Credit: Photo by ITV/Mark Bruce/Shutterstock (15395256a) Emmerdale - Ep 10353 & Ep 10354 Thursday 31st July 2025 Lewis Barton, as played by Bradley Riches, is intrigued by Steph's, as played by Georgia Jay, history with Ross Barton, as played by Michael Parr. After Steph admits she wishes things turned out differently with Ross, Lewis is determined to reunite the pair. 'Emmerdale' TV Show, Episodes 10339 - 10356 UK - Jul 2025 Emmerdale, is a British ITV long running soap opera, known as Emmerdale Farm until 1989, set in Emmerdale, a fictional village in the Yorkshire Dales. It was created by Kevin Laffan and was first broadcast on 16 October 1972. It was originally produced by ITV Yorkshire and is still filmed in their Leeds studios.
Lewis facilitated a reunion between Ross and Steph (Picture: ITV/Mark Bruce/Shutterstock)

Steph and Ross later reunited, with his brother, Lewis Barton (Bradley Riches), playing cupid for them, though their reunion hinged on Ross’ declaration that there hadn’t been anyone else in his life since he and Steph broke up.

The biggest problem being that their was, as he’d had a fling with Manpreet Sharma (Rebecca Sarker) who unknowingly revealed all to Lewis and Ruby, meaning it was only a matter of time before word got back to Steph.

Poor Steph, who had worked hard to tell herself that she could trust Ross again, was devastated shoved him straight in the bin. Reeling and wounded, Steph told her parents that she’d booked a yoga retreat in Rome, needing to get away from the village for a while. Though Ross tried to get her to change her mind, Steph made it clear she didn’t want to be anywhere near him.

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Georgia takes maternity leave

Steph’s exit was written to facilitate Georgia Jay’s maternity leave, following the announcement she was expecting her first baby. Announcing her pregnancy on Instagram, Georgia wrote: ‘As you’ve probably guessed, I’ve got some news to share! I know some of you have been wondering if you’ve been seeing a little bump on screen lately… well, it’s not your imagination…I’m having a baby!’.

She added: ‘We’ve never been so excited and a little nervous all at once. Thank you for all the love and support.’

Would you be up for a Steph recast?

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Georgia has no plans to return

Steph stood outside looking concerned in Emmerdale
Georgia is enjoying motherhood (Picture: ITV/Mark Bruce/Shutterstock)

A source told The Sun this week that: ‘Georgia loved her time at Emmerdale but she has no plans to return now. 

‘She’s loving being a mum, and that’s her focus for now. Obviously, she’s open to opportunities but returning to a full-on soap schedule full-time is just not something she can do at the moment.’

While this doesn’t mean the end of Steph, with Soapworld being one of frequent recasts, it does seem to draw a line under Georgia’s time with the show, and should Steph re-emerge in the Dales, she could look entirely different.

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Wales star taken off in agony as Steve Tandy now has three big summer worries

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Wales Online

Wales head coach Steve Tandy is now sweating on a trio of players for this summer’s schedule

Wales fly-half Jarrod Evans was taken off the pitch in agony on Saturday during Harlequins’ defeat to Bath.

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Just before the midway point of the second half the former Cardiff No10 suffered a painful shoulder injury which required immediate medical attention.

Evans sustained the injury while attempting a tackle on Bath’s Josh Bayliss, who ultimately went over to score. His arm was placed in a makeshift sling by club staff, using his shirt for support.

Evans was one of three players who were forced off the field during the match at The Rec, with Cadan Murley and Nick David also unable to continue.

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“Poor Quins, poor Jarrod Evans, it’s horrible, this,” said David Flatman on TNT Sports commentary.

Quins came into this fixture with 27 players unavailable through injury and events in the West Country will only compound the issues for head coach Jason Gilmore.

He won’t be the only one concerned about Evans’ injury, with Wales head coach Steve Tandy likely to be keeping close tabs on his prognosis.

Tandy is already sweating on the fitness of fellow fly-half Sam Costelow, who has undergone surgery and faces a race to be fit for Wales’ Nations Championship campaign against Fiji, Argentina and South Africa this summer.

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Tandy was in attendance to watch Cardiff pip Scarlets to the post in the Welsh derby at Parc y Scarlets on Saturday night and he saw Mason Grady leave the field with a grim injury, to give him a trio of concerns.

The Wales wing/centre was forced off with a bone sticking out of his hand to extend the powerful utility’s man run of bad luck when it comes to injuries.

“He’s picked up a fracture in his thumb,” said Cardiff head coach Corniel van Zyl.

“It’s not great.

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“It’s a pity because I thought he was going to score that try but he had broken his hand.”

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Greece drops EU entry and exit biometric rules for UK travellers to cut airport hassle

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Greece drops EU entry and exit biometric rules for UK travellers to cut airport hassle
Hoping to soak up the sun in Greece? You’re luck this year when it comes to customs (Picture: NurPhoto)

British passport holders heading to Greece this summer are now exempt from new EU biometric requirements.

All travellers from the UK and other non-EU countries are required to be photographed and fingerprinted at EU airports and border points under the new entry and exit system (EES), which was fully operational as of April 10.

Holidaymakers were warned of airport delays of up to four hours because of the EU’s new biometric entry and exit checks, but now, Greece is removing the requirement for UK citizens.

Eleni Skarveli, Director of the Greek National Tourism Organisation in the UK, said the move would ‘ensure a smoother and more efficient arrival experience in Greece’ and slash waiting times.

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Given that thousands of UK travellers arrive daily on islands such as Corfu, Crete and Rhodes, the move has been welcomed, and some believe other Mediterranean countries could follow suit, to avoid chaos.

Automatic facial recognition system is used at entrances and exits
Non-EU travellers are required to give biometric data (Picture: Getty)

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Even as Greece drops the requirement, other countries could still see heavy delays for travellers.

Luke Petherbridge, director of public affairs at Abta, the travel agent and tour operator association, said: ‘What we have said to customers is that, because of the checks, you might need to prepare for delays with extra water and snacks.’

Travellers already reported queues of up to two hours at passport control since EES started rolling out in some European countries late last year.

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But airline groups have warned that these waits could double to four hours as holiday traffic increases into the peak summer season.

There are also concerns over IT glitches (remember the Crowdstrike outage), strikes and staff shortages during holiday periods.

What is the entry and exit EES system?

The entry and exit system is a digital system that replaces physical passport stamps at border points across the European Union.

People with passports from non-EU countries, including the UK, are required to use the system once it launches.

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Most travellers from outside the EU, known as third-country nationals, will be required to register their passport details and biometric data when crossing into an EU country for the first time.

Biometric data includes fingerprints and facial pictures. Borders are likely to be kitted with self-service kiosks where passengers can input this information.

This data, as well as the entry and exit details, will be stored for subsequent visits.

Future visits will only require a verification of the biometric data, which can speed up the process.

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Get in touch with our news team by emailing us at webnews@metro.co.uk.

For more stories like this, check our news page.

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Train nightmare at Manchester Piccadilly as Arsenal FC fans scramble to get to huge Man City clash

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Train nightmare at Manchester Piccadilly as Arsenal FC fans scramble to get to huge Man City clash

The Gunners are set to face their rivals at 4.30pm BST at the Etihad Stadium, with Mikel Arteta’s men six points clear of Pep Guardiola’s side at the summit.

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One person taken to hospital after serious North Belfast crash

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Belfast Live

The road has since reopened to traffic

One person has been taken to hospital after a serious collision in North Belfast. Emergency services were called to the scene on the Crumlin Road shortly before 6pm on Saturday, April 18.

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It followed a one vehicle crash in the area. Traffic on the road was being diverted at the junction of the Crumlin Road and Upper Hightown Road, with the road reopening on Sunday morning.

The Northern Ireland Ambulance Service confirmed one person was taken to the Royal Victoria Hospital after initial treatment at the scene.

READ MORE: Coastguard rescue ‘lost and disorientated’ casualty from cliff at Giant’s CausewayREAD MORE: Man arrested on suspicion of drink driving in Co Tyrone after ‘total destruction’ of car

A spokesperson for the NIAS said: “The Northern Ireland Ambulance Service received a 999 call at 17:59 following reports of a RTC on the Crumlin Road, Belfast.

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“NIAS despatched one Emergency Crew and 2 HART responses to the scene. The HEMS team was also tasked to the incident, responding in response car.

“Following assessment and initial treatment at the scene, one patient was taken to RVH.”

In a statement on Sunday morning, a PSNI spokesperson said: “The Crumlin Road in North Belfast, which was closed yesterday evening following a one vehicle road traffic collision in the area, has now re-opened.”

For all the latest news, visit the Belfast Live homepage here and sign up to our daily newsletter.

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Harrow synagogue ‘firebombed’ as London faces ‘terrifying daily arson attacks’

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Daily Mirror

An investigation has been launched after Kenton United Synagogue in Harrow was allegedly ‘firebombed’ on Saturday

Police have launched an investigation after a synagogue was allegedly “firebombed” last night.

Multiple arson or attempted arson attacks have been reported on Jewish property in north-west London in the past month.

The incident at Kenton United Synagogue in Harrow on Saturday night caused minor smoke damage to an internal room but no injuries or significant structural damage, the Community Security Trust (CST) said.

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The building is close to a school and children’s playground, and police were seen searching a black SUV nearby on Sunday morning.

A large cordon is in place and a forensics officer, fire investigation dogs and several plainclothes officers were working at the scene. One marked and five unmarked police cars were outside the place of worship.

READ MORE: Dead bodies of at least 50 babies found dumped in Trinidad and Tobago graveyardREAD MORE: Carnival Splendor cruise passenger ‘jumps overboard’ hours after another tragedy

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A spokesperson for the CST, the charity which monitors antisemitism and provides protection for Jewish communities in the UK, said: “We are aware of another attempted arson, this time targeting a synagogue in north London, following similar recent incidents targeting the Jewish community in Finchley, Golders Green and Hendon.

“We want to thank the Met Police and London Fire Brigade for responding quickly and for all they are doing to protect the Jewish community during this unprecedented period.

“We are supporting the affected location and are working closely with the police as they investigate and seek to identify those responsible.”

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A Campaign Against Antisemitism spokesperson said: “Last night, another Jewish synagogue in London was firebombed, this time in Kenton. Thankfully, the damage was limited.” They added that this “is now terrifyingly becoming a spate of daily arson attacks on the Jewish community”.

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Another attempted arson attack reported at north-west London synagogue

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Another attempted arson attack reported at north-west London synagogue

A spokesperson for the CST, the charity which monitors antisemitism and provides protection for Jewish communities in the UK, said: “We are aware of another attempted arson, this time targeting a synagogue in north London, following similar recent incidents targeting the Jewish community in Finchley, Golders Green and Hendon.

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