In addition to new gambling legislation expected in the UK, members of parliament are reportedly concerned over "aggressive publicity techniques of online betting firms".

The Liberal Democrat MP, Tessa Munt, has suggested Ofcom needs to review online gambling advertising suggesting there were around 36 hours of gaming adverts a week.

Munt suggested that with around £1.45 trillion of personal debt in the country that the Prime Minister should look to take action to protect the public, especially children and vulnerable people by instructing Ofcom to review the situation.

It appears that Prime Minister, David Cameron, was not looking to tackle the issue at this time and suggested that companies should take responsibility themselves and not just rely on sticking to regulations. He added: “Anyone who enjoys watching a football match will see quite aggressive advertisements on the television, and I think companies have to ask themselves whether they are behaving responsibly when they do that”.

Remote gambling operators, which are responsible for the majority of adverts would no doubt argue that due to the nature of their business, and not having a physical presence within communities, that aggressive marketing, whether this is TV advertising, or other forms, is the key to their survival.

With the imminent new legislation that will see remote gambling companies having to apply for a secondary UK license to market within the UK and the inland revenue taking a slice of the revenues, the Government is likely to benefit from an increase in online gambling. No doubt if there were limits placed on the number of hours limited to gaming adverts, there would be a lot of opposition to this and costs of advertising would increase making it difficult for smaller operators. It may also be argues that the new legislation itself is likely to reduce the number of operators and further advertising restrictions would create unreasoanble pressure on the industry. With problem gambling on the increase as a result of the remote gambling industry which makes gambling so much 'easier' the industry is likely to see ongoing calls for reform and regulation.