UK betting operators have confirmed their new self-imposed ‘whistle-to-whistle’ ban on advertising during live sports broadcasts will take effect next summer.

On Thursday, the Industry Group for Responsible Gambling (IGRG) announced “major changes to its Gambling Industry Code for Socially Responsible Advertising.” The proposed changes are expected to be introduced “in the summer of 2019.”

The new rules impose a ban on all betting adverts during pre-watershed (9pm) live sport, starting five minutes before kickoff and extending five minutes after the match is over. Betting adverts will also not be permitted on non-live sports broadcasts, such as highlight shows and re-runs, while the new regime also calls time on pre-watershed bookie sponsorship of sports programs.

The rules will also apply to online and mobile live-streamed sports events. However, the rules won’t apply to horse and greyhound racing programs, because these industries have (a) no point for existing outside of betting, and (b) kids have absolutely no interest in watching these events.