According to The Drum news, Twitter has detached bookmaker William Hill’s branding from the #ItsComingHome hashtag.   

Following England’s victory over Sweden amid concerns the social network is delivering gambling ads to children.

William Hill had sponsored the hashtag since the start of the tournament, but its usage has greatly increased due to England’s progression into the semi finals with thousands of memes referencing the hit song appearing on the social network.

With its attachment to the hashtag, which looks to have been used tens of thousands of times, William Hill was at risk of reaching children – with Twitter policy allowing users over the age of 13 to have accounts.

Advertising execs leaned on the social network to decouple the bookmaker from the hashtag. They said Twitter had obliged with their demands to remove the branding.

According to data from Twitter, “#ItsComingHome” had been tweeted 1.4 million times in the three weeks leading up to England’s dramatic penalty shoot-out victory over Colombia on Tuesday (3 July), and then half a million times during that game alone.

However, fans using the hashtag have also been sharing a football shirt emoji featuring the William Hill logo, as part of the bookmaker’s promoted trends and First View campaign on Twitter which was set to last the duration of the tournament.