Online gambling companies have been urged to remove adverts featuring images likely to appeal to children.
Regulators said the "unacceptable" ads and third-party media, which contain graphics and images that are likely to be attractive to minors, should be "immediately" removed or amended.
They said this particularly applied to adverts for free and pay-to-play games.
Some 95% of TV advertising breaks during live UK football matches feature at least one gambling advert, the Victoria Derbyshire show has found.
One in five of the commercials broadcast across 25 matches were for betting firms, rising to more than one in three in some games.
The government is considering whether new restrictions are needed, with a report expected as early as this week.
Two separate stories here published a few days apart with the top story coming out today, but both are linked by the subject of gambling adverts.
As I don't watch football on TV, I'm completely unaware of the amount of gambling ads during match breaks and same with the first story. I have't played computer games in ages, and as I guess all games come from the net now, this is also getting the attention of the gambling industry made worse by the fact that children are being targeted. They are the ones most likely to play games.
My own direct experience of gambling adverts on tv is late at night. It never used to be the case, but it is now and its not even adverts, but ITV and others seem to sell their whole night time schedules over to the gambling industry. When did that start? It never used to be allowed.
Do curbs need to be placed on gambling on TV and if so what? Reduce gambling ads during football, protect kids from gambling ads, how would you do it?