This will come into place for the next Premier League campaign beginning in August. Sky currently advertises up to four per commercial break to advertise “in-play” betting.
The mounting pressure on the gambling industry is a factor in Sky’s decision, as maximum stakes on fixed-odds betting terminals to be limited from £100 to £2 as of October 2019.
Jeremy Wright, the UK culture secretary, said: "It's an important and very welcome move that will better protect vulnerable people from the impact of gambling-related harm."
From 2020, Sky will be introducing a feature which will allow viewers to opt out of viewing gambling advertisements as a whole, where alternative advertising will come in its place.
Stephen van Rooyen, CEO of Sky’s UK arm, said: “Our customers are worried about gambling ads on TV – and we understand their concerns. That’s why we’ve committed to limiting the amount of gambling ads on Sky and better protecting those vulnerable to problem gambling.”
