From October, gambling companies won't be allowed to use footballers, celebrities and influencers in their ads.
Shahriar Coupal, director of CAP, said: "By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they're promoting."
"It won't stop gambling advertisements appearing on the shirts of children's sporting heroes nor many of the other concerning actions of gambling companies who spend over £1.5bn a year promoting their products," he said. The industry body, the BGC said previously introduced measures were already helping to tackle the problem. A "whistle-to-whistle" ban on TV commercials during live sport before the 9pm watershed introduced in 2019 had reduced the ads seen by young people at that time by 97%, Mr Dugher said.
Playing cards, scratchcards, fruit machines and betting between friends were more popular platforms among young people for gambling than BGC member firms, Mr Dugher said