The UK’s largest gambling operators have pledged to halt all TV and radio advertising while the COVID-19 pandemic lockdown persists.

On Monday, the UK’s Betting & Gaming Council (BGC) announced that its members – who include Bet365, Flutter Entertainment, GVC Holdings, The Stars Group’s Sky Bet brand and William Hill – would “voluntarily remove all TV and radio gaming advertising during the COVID-19 lockdown.”

BGC members have pledged to implement this new policy ASAP but no later than May 7. The ad halt will last until at least June 5, after which the situation will be reassessed. Advertising slots already paid for will be “replaced by safer gambling messages, donated to charities or removed from broadcast where contracts permit.”

The announcement came just days after Gamesys announced it was limiting its TV and radio advertising “until current social restrictions are eased.” It also followed the UK government’s latest warning to operators regarding the need to “safeguard online gamblers” during the lockdown.