UK broadcaster Sky plans to cut gambling advertisements to one per commercial break.
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.”