Betting policy stakeholders have reacted positively to the implementation of a voluntary live-sport advertising ban, which was confirmed on Thursday.  

The Industry Group for Responsible Gambling (IGRG) ratified the ‘whistle-to-whistle’ ban on all betting advertising during live televised sport as part of a 2019 plan to support a new code of behaviour on betting advertising practices, working with the UK Advertising Standards Authority (ASA). 

The live betting ban, which was first announced at the beginning of the month, following discussions between some of the UK’s biggest betting companies, was welcomed by the Deputy Leader of the Labour Party, Tom Watson, who proposed a live sport betting ad ban earlier during the year. Speaking about the new code, he said it was an important first step for the industry: 

“It was imperative for the industry to accept there is a problem and they have done that today. The next step will have to be addressing the gambling adverts that children and vulnerable problem gamblers see online.” 

New Provisions 

The improved IGRG industry responsibility code will include some new provisions for 2019, including a ban on all casino advertising before 21:00, a ban on all gambling sponsorship appearing on children’s products, including replica football shirts, a requirement to include a responsible gambling message in all advertisements and an obligation to promote responsible gambling on social media.  

Gambling charity GamCare also welcomed the provisions, saying that many people who used their service had complained that the volume of betting adverts had made it hard for them to maintain their recovery. The organisation also called for more research into the impact of gambling advertising on vulnerable people, in order to offer better protection in future.  

Image sourced from Shutterstock.

Published by Marcus Holland

Marcus Holland is a professional betting and financial trading writer. He has been published on various leading websites including The Street,,, and Futures Mag. You can contact Marcus at

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