These new provisions come amid concerns regarding the length and frequency of the begambleaware website visibility during gambling adverts on UK television, which the IGRG claims ‘were frequently not appearing on screen for long enough to be readily noticeable.’

IGRG Chairman, John Hagan explained that the  changes were "part of a wider package of measures flowing from the Government’s review, we believe this change to the Industry Code will help to improve the overall tone and content of gambling adverts, especially on television, in a way that will help to raise awareness of the need to gamble safely and responsibly. In addition, we are happy to reiterate our commitment to review the Code on an annual basis in order to consider any emerging issues.”

The changes will come into force from June.