Online gambling operators licensed by the German state of Schleswig-Holstein have agreed on new self-imposed advertising limits they hope will placate regulators in less tolerant states.

On Tuesday, Schleswig-Holstein’s Ministry of the Interior announced that the German Association for Telecommunications and Media (DVTM) and the Central Association of the German Advertising Industry (ZAW) had agreed on a “self-regulatory model to ensure proportionate nationwide TV advertising of online casino providers” licensed in the state.

Last month, the state of Saarland publicly scolded Schleswig-Holstein for allowing its online casinos to promote their products on TV channels viewable by residents of other states. Germany’s federal drug czar also slammed online casino ads as a threat to the well-being of half-a-million German citizens.

To address these concerns, Schleswig-Holstein’s online casino operators are now pledging to collectively limit their “nationwide free-to-air TV” advertising exposure to an “absolute maximum” of 17,000 minutes per month.