The TV advert breaks of future sporting events may slightly more bearable from now on, as a consortium of the UK's gambling firms and bookmakers have voluntarily agreed to stop advertising their betting products during live events.

It's a "whistle to whistle" ban that'll put an end to the weird live-odds betting ads that it's become the norm to see while watching TV sports in recent years, with all the major businesses – your Ladbrokes, your SkyBet, your Paddy Power, your Bet365 and the rest – agreeing to the scheme in order to fend off a threatened future government crackdown.

All such firms are members of the Remote Gambling Association, which has brokered the deal to cover all live broadcast sports apart from horse racing.

Labour MP Tom Watson has been one of the fiercest critics of the gambling industry in recent years and even he thinks this is a good move, as he said: "There was clear public support for these restrictions and I'm glad that for once the industry, led by the Remote Gambling Association, has taken its responsibilities seriously and listened."

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