GVC Holdings are ready for the UK to take the next step in their creeping ban on advertising. In a corporate announcement posted to their website, the sports betting and gambling operator is now calling on the UK to end all sports-betting broadcast advertising.

The decisions to push for a harder ban apparently comes because GVC doesn’t feel the current plan goes far enough. The group that runs both Ladbrokes and Coral infers that the whistle-to-whistle ban doesn’t do enough to keep the public safe from problem gambling, and so a total broadcast ban is necessary.

GVC’s CEO Kenny Alexander said in the release:

“Whilst the vast majority of our customers enjoy our products responsibly, it is high time that the industry did more to protect its customers from potential harm. As the UK’s largest gambling company, and owner of Ladbrokes and Coral, we at GVC are doing exactly that. I call on our industry peers to help us bring about an end to broadcast advertising which promotes sports-betting in the UK no matter the time of day.”