The ‘tapping-out for time out’ concept will consist of two television adverts, alongside a radio and digital campaign, which premieres during the opening Premier League match of the season on 12 September.

The adverts will feature wrestlers intercepting unsuspecting gamblers about to place an ill-considered bet, before being pinned down until they agree to ‘tap out’ to avoid 'Bet Regret.'

The idea of the campaign is to introduce a new behaviour change technique to encourage players to pause and reconsider if they’re having second thoughts about betting, and later come to regret it.

The public health campaign was originally launched in February 2019, raising awareness of impulsive betting to help reduce gambling harms. 

The campaign focuses on 18 to 34 year-old men who frequently gamble on sport. A Football Supporters Association (FSA) survey coinciding with the campaign launch, found 83% of fans who bet in-play on football say they bet more when watching a match at home than in a stadium, with 73% attributing the fact it’s easier to do so.

Safer Gambling Campaign Board chair and GambleAware trustee, professor Sian Griffiths, said: “The first year of the Bet Regret campaign had a positive impact on our target audience.

“This new campaign is designed to help fans steer clear of Bet Regret and reduce potential gambling harms.”