Sky TV has pledged to limit the number of gambling adverts it shows to one per commercial break, including during live football.

The broadcaster’s UK chief Stephen van Rooyen admitted the deluge of bookmakers’ ads had become ‘deafening’ as he announced curbs to protect ‘children and the vulnerable’.

Mr van Rooyen praised the Daily Mail’s campaign against the explosion of TV gambling adverts as he announced the move.

Limiting advertising for bookies will cost Sky money but it was the ‘right and proportional’ thing to do, he said.

The broadcaster announced the new limits, which begin at the start of the next Premier League season, after the Mail highlighted the excessive gambling adverts during live football, which campaigners warned risked hooking children.

Mr van Rooyen said: ‘It’s a great step forward. It’s a response to our customers and a response to the Daily Mail’s campaign to dial it down.

‘Our customers are worried about gambling ads on TV, and we understand their concerns.’

The change, which is is aimed at protecting people vulnerable to problem gambling, will come into effect at the start of the next Premier League season in August 2019.