“After a transitional period, sponsorship for online games of chance, for example, for TV programs or sports clubs, will also fall under the prohibition. Advertising on the internet and video-on-demand will only be allowed under strict conditions,” the Ministry of Justice and Security said in a statement on Wednesday.

Additionally, advertising over the internet will also be heavily restricted, though it will not be forbidden. Organizations that display gambling adverts must allow users to opt-out of seeing them. Gambling companies will be required to ensure that their advertising is only seen by people 24 years of age or older, and that people vulnerable to gambling addiction do not see the adverts.

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In further evidence of the BGC’s commitment to raising standards, the ‘Take Time To Think’ campaign will replace ‘When The Fun Stops, Stop’ as the regulated industry’s key safer gambling message.

It follows extensive customer research, as well as engagement with academics, Government stakeholders and operators on the most effective way of encouraging responsible betting.

While ‘When The Fun Stops, Stop’ was successful in helping to address problem gambling, the BGC believes ‘Take Time To Think’ will be even more effective by encouraging customers to pause and consider the safer gambling tools operators provide – such as deposit limits, time-outs and self-exclusion – to help them moderate their play and stay in control.

It will be launched with a series of TV adverts showing customers pausing mid-play before considering whether to use safer gambling tools.

Operators will also adopt the ‘Take Time To Think’ messaging across their online and retail businesses.

BGC members already ensure that at least 20 per cent of their TV and radio adverts are safer gambling messages, while it is estimated that around two million customers – around one in five – already use deposit limits.

Conor Grant, chief executive officer of Flutter UK and Ireland, said: “Our brands have been at the forefront of innovative campaigns to raise awareness and promote customer usage of safer gambling tools for a number of years.

“Together with the wider industry, we are pleased to support the BGC’s Take Time to Think campaign, which aims to positively impact awareness and usage of the range of safer gambling tools available to customers.”

Grainne Hurst, director of corporate affairs at Entain, said: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”

Mark Pearson, director of corporate affairs at Betfred, said: “It is essential that the industry present a consistent message and everyone works together to promote safer gambling.”

Michael Dugher, chief executive of the BGC, said: “I am absolutely delighted that our members have signed up to this fantastic campaign.

“Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling.

“Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.

“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”

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