The Industry Group for Responsible Gambling has confirmed it is to implement a “whistle to whistle” ban on all TV betting adverts during pre-watershed live sport from next summer, starting five minutes before the event begins and ending five minutes after it finishes.

The move comes as the IGRG announced major changes to its Gambling Industry Code for Socially Responsible Advertising. The changes – which effectively stop betting adverts from being shown in commercial breaks during live sport – exclude horse racing and greyhound racing programmes.

John Hagan, Chair of IGRG, said: “We believe that these new voluntary TV measures, which have been approved by the trade associations representing every sector of the gambling industry, will drastically reduce the amount of gambling advertising on television and they complement the strict controls that already govern gambling companies around advertising on digital platforms.

“We believe that this is itself a watershed moment as we strive to provide the ever, safer gambling environment which gambling consumers and the wider public expect, and which is so important to the future success and sustainability of our industry.”