Bookmakers agree to axe sports betting TV ads during games

The Remote Gambling Association (RGA), which includes Bet365, Ladbrokes, SkyBet, Betfred and Paddy Power, said it was “very mindful of public concerns” and inked the voluntary ‘whistle-to-whistle’ deal after extensive talks between gambling firms.

The measures cover any sporting event that begins broadcasting before 9PM, though horse racing is exempt due to the commercial importance of gambling to its success.

The new regulations require final ratification from the Industry Group for Responsible Gambling before coming into force.

Football is expected to feel the greatest impact from the new regulations as it holds such a high value for both broadcasters and gambling outfits.

In this summer’s World Cup over 90 minutes of gambling advertisements were broadcast during matches and nearly 60% of clubs in the top two English divisions have gambling companies as shirt sponsors.

Tom Watson, Labour’s shadow secretary of state for digital, culture, media and sport, said the number of adverts had reached “crisis levels” and commended the RGA for taking its responsibilities seriously by listening to “clear public support” for the restrictions.

A Gambling Commission report suggested 430,000 Britons can be described as ‘problem gamblers’ and anti-gambling campaigners argue that gambling advertisements during sports broadcasts “normalise” the issue.

Shares in bookmaker William Hill and Ladbrokes owner GVC Holdings both fell on Thursday morning.