The U.K. gambling industry has agreed to a package of restrictions on advertising during sports events, including a “whistle-to-whistle” ban on TV adverts.

The restrictions will effectively stop betting advertisements from being shown in commercial breaks during televised live sports, with the exception of horse and greyhound racing programs.

“We believe that these new voluntary TV measures, which have been approved by the trade associations representing every sector of the gambling industry, will drastically reduce the amount of gambling advertising on television and they complement the strict controls that already govern gambling companies around advertising on digital platforms,” John Hagan, chair of the IGRG, said.

The move was endorsed by Jeremy Hunt, U.K. minister for media and sport, as well as Tom Watson, deputy leader of the opposition Labour Party.