Gambling Ads Cut to One per Break by Sky TV
Sky TV are the first company to bring into action a limit to the number of gambling ads on our screens. From August 2021, there will be a limit to one gambling ad per break across all TV channels that they own, including every Sky Sports channel. This is a big move by Sky, but while it will cut down the number of advertisements we see, it could create a false economy in terms of the cost of advertising space on Sky, pushing prices up for bookmakers.
The news comes on the back of responsible gambling week, a period of seven days designed to promote responsible gambling and help protect those who may be vulnerable. Sky made the announcement during that week, although the actual limit will not come into play until the start of the Premier League season in the summer of 2021.
The move will have an impact on our bookmakers, and the online latest betting sites will have to find other ways to promote their products to consumers other than through Sky TV. Typically at the moment, you will see up to four gambling ads during a commercial break, with in-play betting odds featuring heavily during half-time intervals of sports like football and rugby.
Gambling advertisements already have a watershed in place, they can only be shown during live sporting events or after 9 pm during non-sporting events. It has been mentioned by the Labour party that they would push for a full ban on gambling ads should they become elected, with Shadow Culture Secretary Tom Watson playing a big part in that.
On the matter he has said, in-game ads and ads during breaks in live sport can lead to dangerous betting behaviour or relapses for those who are trying to beat an addiction. This is why Labour remains committed to a full whistle-to-whistle ban on gambling adverts before, during and after live sports events.
One important thing to note about this move from Sky is that it affects all forms of gambling, not just sports betting, despite it coming into play in line with the new football season. This means that other forms of gambling such as casinos, poker and bingo websites will all have to adhere to the same rules as those advertising sports betting.
This means we are a lot less likely to see advertisements for these services during live sporting events, as those offering sports betting odds will more than likely be the ones who are prepared to spend the most amount of money and win the advertising battle.
Whether other companies follow the lead from Sky or not remains to be seen, but they have certainly set a precedent with this announcement. They are likely to lose out revenue from selling advertisements to gambling companies, and this is likely to hit their new channel Sky Sports Racing when it launches in January, a channel dedicated to showing live horse racing from the UK.
Best 10 New Bookmakers
 |
£25 | SIGN UP HERE |
|
New customers only, 18+, 3 bets of £10+ at odds of evens or greater. Max Free Bet: £25, credited within 24 hours. Free Bet valid for 7 days. T&Cs Apply. BeGambleAware.org. |
||
 |
£10 | SIGN UP HERE |
|
#ad. 18+. Gamble Responsibly. Gambleaware.org. New customers only. £10 in real money. Bets placed on sports at odds of 2.00 ore more to qualify. Bets must be placed 24 hours within of registration. £10 free bets must be wagered on sports. Cashback is cash without restrictions. - Full Terms Apply |
||
 |
£100 | SIGN UP HERE |
|
New UK/IE customers . Place your first Football bet as an Accumulator (minimum four selections) and AK Bets will boost the return by 25% in the form of a Free Bet up to a value of £100. 18+ BeGambleAware.org." |
||
 |
£40 | SIGN UP HERE |
|
New customers online only, UK & ROI, 18+. Place £10+ qualifying bet at 1/1 (2.0) odds+ (EW: £10 Win + £10 Place). Get £20 Tote Credit, £10 Free Bet + 50 Free Spins (selected game) within 48h. Free bets/Tote Credit expire in 7 days. One per customer. Full T&Cs apply. BeGambleAware.org |
||
 |
£10 | SIGN UP HERE |
|
New Customers use code EPL10. Deposit £10 and place a bet of £10 on any Premier League Outrights 2025/26 market at minimum odds of 2.0. Free Bet credited within 24 hours and must be wagered on English Premier League markets only. Full Terms apply. Bangers N'Cash rewards are a separate promotional scheme and must be opted into during the weekly promotional period via the BetWright Rewards Section. 18+ begambleaware. |
||
 |
10 | SIGN UP HERE |
|
100% Casino Bonus up to £100 (new players only), £10 min deposit, no max cash out, 40x wagering, £5 max bet with active bonus, eligibility restricted for suspected abuse, cashback unrestricted, Skrill & Neteller excluded, T&Cs apply. Free bet min odds 2.0; free bet value deducted from winnings. |
||
 |
£20 | SIGN UP HERE |
|
New customers place your first bet of £10 at minimum odds of 1/1 on any sports market within 7 days of registering. Get £20 in ACCA Free Bets (2x£10 Acca Free bet (2+ selections, pre-match or in-play/live, min odds per leg 2/5 (1.4), max payout £50) . Full terms apply. 18+ begambleaware. Please gamble responsibly. |
||
 |
£40 | SIGN UP HERE |
|
New customers only. 7 days to place qualifying bet of £10 at 1/1 (2.0) to receive 4 x £10 Free Bets: 1 x £10 football, 1 x £10 horse racing & 2 x £10 Bet Builders. Free Bets cannot be used on e-sports and non UK/IE horse racing. 7 day expiry. Exclusions apply. Stake not returned T&Cs apply. 18+ GambleAware.org |
||
 |
£10 | SIGN UP HERE |
|
T&Cs apply. 18+ New customers only. You must place a single win-only bet of £10 or more with odds of evens (2.00) or greater to qualify. Money back as £10 in free bets. Free bet is credited once the qualifying bet has settled. Must use code B10G10 when creating an account. |
||
 |
£40 | SIGN UP HERE |
|
18+ New customers only. Opt in and bet up to £40 (min. £20) via mobile or app on any football (odds 1/1+) within 7 days of registration. Get up to £40 in free bets on selected markets, which expire in 7 days. T&Cs apply, see below. GambleAware.org | Please gamble responsibly |
||
