Britain’s biggest gambling companies have voluntarily agreed to stop advertising on a ‘whistle-to-whistle’ basis, including William Hill, Paddy Power and Betfred. Under the agreement, any live broadcast that begins before the watershed will not be allowed to contain betting adverts.

The voluntary ban is a result of fears that underage gambling is growing and betting adverts during live sport is fuelling the growth. A Gambling Commission report which was released last month indicated that 55,000 children aged between 11-16 could be categorised as problem gamblers.

A Gambling Commission spokesperson said: "Last month we brought together senior leaders from over 100 gambling companies to look at how they can work together to make gambling fairer and safer, including considering the approach they take to advertising.”

Although the proposal is yet to be fully agreed it is believed that it will be finalised next week following a meeting between the five major gambling industry associations.