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Footballers, managers and other celebrities are set to be banned from appearing in adverts promoting gambling under new rules.
The UK's advertising regulator, the Committee of Advertising Practice (CAP), is introducing the changes to protect under-18s and other vulnerable groups.
The new rules will prevent betting companies from running ads that have “strong appeal to children or young persons, especially by reflecting or being associated with youth culture”.
The rules include a ban on showing team kits and stadiums in adverts and in video game content.
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The ban includes broadcast media, such as TV and radio, as well as non-broadcast media such as newspapers and online.
The changes are set to come into effect on October 1, in the run up to the 2022 World Cup in Qatar.
"The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered," said Shahriar Coupal, director of CAP.
"By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they're promoting."
A number of high-profile football players and managers have appeared in betting adverts in recent years.
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Former Chelsea, Manchester United and Tottenham manager Jose Mourinho has featured in Paddy Power adverts, while former Spurs and West Ham boss Harry Redknapp appeared in adverts for BetVictor.
Former Arsenal midfielder Jack Wilshere recently appeared in a tongue-in-cheek ad for Paddy Power, in which the betting company helped him search for a new club.
Topics: Football, Jose Mourinho, Premier League, Harry Redknapp, Jack Wilshere