UK gambling operators are ready to adopt new curbs on their television advertising, possibly because even worse restrictions await if they leave things up to the government.

On Sunday, City AM quoted GVC Holdings CEO Kenny Alexander saying the flood of betting operator adverts during this summer’s FIFA World Cup broadcasts had gotten “out of hand.” Alexander claimed there was a growing number of his UK peers who also felt “there are far too many ads” on local television.

Alexander suggested the best way forward was for his company to “make the changes collaboratively with the rest of the industry, which might be difficult, and ultimately it’s up to the government to decide if they want to legislate or not.”

Alexander put his spotlight on ads airing before the 9pm ‘watershed’, saying they ran the risk of appealing to the “younger generation” who currently might not be old enough to legally gamble but “will be able to in a year or two.”