Sky is cracking down on TV gambling ads, limiting the number of ads from gambling companies that can appear during its programming and introducing new tools to protect people in the UK who are vulnerable to problem gambling.

From the start of the next Premier League season, a maximum of one gambling advert will be allowed per commercial break, including during live football on Sky Sports. The spots will instead be open to other brands and advertisers.

Sky is also developing its AdSmart technology to enable people to totally block gambling advertising when watching on Sky and Virgin Media TV platforms. This will happen from June 2020 across over 140 channels, including Sky Sports, when watching television platforms that have AdSmart enabled (currently Sky Q and Sky+HD, with Virgin Media to come in 2019).

The aim is to make it easier for people who have self-excluded from gambling operators or who have a gambling problem not to see gambling ads. Another person will not be able to block ads on somebody’s behalf.

Stephen van Rooyen, Sky’s UK and Ireland CEO, says: “Our customers are worried about gambling ads on TV – and we understand their concerns. That’s why we’ve committed to limiting the amount of gambling ads on Sky and better protecting those…