GAMBLING firms face a ban on daytime TV advertising in a fresh crackdown on the betting industry.
Experts claim a growing number of children see gambling as the norm because of adverts often seen during football matches.
The revelation has triggered the government review into fixed-odds betting terminals to include TV ads.
A senior minister told The Times: “The gambling industry’s luck has run out.”
It comes as the proportion of Brits with a severe gambling problem has almost doubled in three years from 0.4 per cent of the population to 0.7 per cent.
This is the equivalent of 336,000 people, according to the Gambling Commission.
The rise is even greater among young people with the number of those with a serious problem having trebled to 1.5 per cent for those aged 18 to 24.
Under existing rules, bookmakers are allowed to advertise before the 9pm watershed for bingo or if it is during breaks in live sporting events.
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Ads showing celebrities encouraging viewers to bet on their smartphones during football matches have become commonplace.
A source at the Department for Culture, Media and Sport said: “As it stands, betting sites can be basically be advertising to children all weekend.”
Last month a quarter of complaints received by the Advertising Standards Authority were related to betting.
A clampdown on daytime commercials could see broadcasters lose tens of millions of pounds in revenue.
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