The UK's gambling industry has bowed to mounting political pressure centred on the proliferation of TV gambling ads, by submitting to a voluntary code of conduct that will banish betting ads from broadcast during live sport events.
The so-called ‘whistle-to-whistle’ ban was struck by the Remote Gambling Association, whose members include the likes of Bet365, Ladbrokes and Paddy Power, as it seeks to address what it termed ‘public concerns’ about the industries marketing practices.
These issues came to a head during this year’s World Cup when more than 90 minutes of gambling adverts were aired during matches, sparking concerns that small screen saturation was contributing to a ‘normalisation’ of betting within society.
Bowing to these concerns the umbrella body, whose members also include SkyBet, Betfred, Betfair, Stan James, Gala Coral and William Hill, has opted to jump before it was pushed by agreeing to self-regulate.
The only exemption to the tough new rules will be horse racing owing to the role gambling revenues play in the sport's viability.