The gambling industry is to be allowed to screen advertisements during sporting events in return for a pledge to remove its logos from childrens replica football shirts. Television adverts for bookmakers, casinos and gambling websites will be allowed for the first time from next month as new laws take effect. It emerged yesterday that James Purnell, the Culture Secretary, has won a battle to impose a 9pm watershed on the adverts when the gambling industry published a voluntary code of conduct before the liberalisation on September 1. He has allowed an exemption for sporting events screened earlier in the day, to the dismay of campaigners.  In return, the gambling industry says it will include a commitment in its new code of conduct not to include the logos on childrens replica football shirts. The new advertisements code:

• Gambling products, except bingo and the Lottery, should not be advertised on television before 9pm.
• Sports betting advertising will be allowed around televised sporting events before the watershed. Televised dancing and celebrity ice-skating competitions do not count as sporting events.
• Logos and other gambling promotional material should not appear on commercial merchandise which is designed for use by children, such as replica sports shirts.
• Postwatershed advertisements must not portray, encourage or condone gambling behaviour that is socially irresponsible or could lead to financial harm.
• Adverts must not link gambling to seduction, sexual success or enhanced attractiveness.
• Adverts must not be directed at children or feature people who are, or who appear to be, under 25 or suggest that gambling can be a solution to money problems.
• Print adverts to include an approved message.
• Adverts to include a reference to: www.gambleaware.co.uk.