All TV and radio advertising for games and products will be removed by the UK's biggest gambling firms during the coronavirus lockdown.
The Betting and Gaming Council has announced the move and pledged to lift the ban only when lockdown restrictions are lifted.
In a statement, the Betting and Gaming Council, which represents betting shops, online betting and gaming, bingo and casinos, said it had “agreed the voluntary removal of all gaming product advertising as a further part of its response to the Covid-19 lockdown, despite a drop in advertising spend and the volume of TV sport and casino advertisements dropping by up to 10 per cent”.
It added that all operators will “look to implement this change as rapidly as possible but no later than Thursday May 7.
The commitment will remain in force for six weeks and at a minimum until June 5, 2020. This voluntary change will apply 24 hours a day, seven days a week and will only be reviewed when lockdown restrictions are relaxed”.
BGC chief executive Michael Dugher said: “We have been working closely with our member companies since this crisis began to monitor the impact of betting and gaming.
"There hasn’t been an explosion in people betting online as some had predicted – in fact, the opposite is true, with total revenue down by up to 60 per cent.
“Overall gambling levels have also fallen significantly as a result of betting shops and casinos closing and the suspension of live sport.
"Whilst advertising levels on sports and casino are also down, again contrary to some assertions, we recognise that removing product advertising will act as a further safeguard during Covid-19.
“This major announcement by our members will result in the removal of half of all product advertising on TV and radio. I hope now that other major gambling operators like the National Lottery follow our lead.”
