'Unsexy' online casinos get TV ad boon

Online bookmakers and casinos have been given the all-clear to start advertising on television, on the proviso they do not target children or bill their services as a way to make money or attract the opposite sex.

By 2007 the rapidly growing gaming industry will be able to advertise their services during TV programming for the first time since the UK's 40-year-old gambling laws came in to force.

Although a consultation process into how the adverts should be regulated has only just been launched, the Committee of Advertising Practice (CAP) has today outlined key considerations.

The CAP guidelines suggest the adverts should not promote any gambling which is socially irresponsible or could lead to financial or emotional harm. The adverts also must not suggest that gambling makes a person appear sexier or more attractive to the opposite sex.

The adverts must not attempt to appeal to underage viewers "especially by reflecting or being associated with youth culture", said the CAP guidelines.

In addition they must not suggest that gambling could be a way to overcome financial problems.