Betting firms exploit advertising loophole

Labour's Gambling Act - which comes into effect today - allows bookmakers, casinos and online gaming websites to use full-scale TV adverts for the first time.

Until now, they had been allowed only brief sponsorship slots at the beginning and end of commercial breaks.

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Guidelines published earlier this year promised a 9pm watershed to protect vulnerable children from TV betting adverts.

But a little-noticed clause grants an exemption for such adverts during televised sporting events.

These include the Rugby World Cup, which starts next week, as well as Premier League football matches, Formula One motor racing, Cricket Test matches and horse racing coverage.

As a result huge numbers of avid underage sports fans are likely to watch a string of adverts encouraging betting.

Liberal Democrat MP Don Foster said: "Surveys have shown how easy it is for young people to get access to gambling and betting sites.

"Exposing young people to gambling advertising like this is clearly likely to lead to an increase in addiction among juveniles. I see no justification at all for this exemption."

But Clive Hawkswood, of the Remote Gambling Association, dismissed the criticism as "naive".

He said children were "already aware that gambling is out there".