Currently, under legislation drawn up over 40 years ago, television adverts for casinos, bingo halls and all other betting and gaming products are banned, with the exception of the national lottery.

But a new code has been drawn up by the Advertising Standards Agency and the Gambling Commission, which would see the rules relaxed to allow some adverts “subject to stringent rules about realism and social responsibility.”

The code will now be put to the British public to garner opinion and input about the proposed changes, but it is expected to take effect by September 2007, when the Gambling Act 2005 comes into effect.