Denmark’s licensed gambling operators could soon lose their ability to promote their products during live sports broadcasts as the government mulls a UK-style ban.

This week, Niels Folmann, director of the state-run former gambling monopoly Danske Spil, told local media that the Danish government should follow the UK’s lead and enact a blanket prohibition on gambling advertising during televised live sports events.

Folmann said the current marriage of televised sports and betting promos had “reached a point where it makes sense to discuss whether we should let viewers watch the match in peace, and promote our commercial messages at other times.”

In December, the UK’s Industry Group for Responsible Gambling announced new rules prohibiting betting adverts from five minutes before kickoff of a live sports event and extending to five minutes after the match has ended. Adverts are similarly off limits for non-live sports broadcasts airing before the 9pm watershed.