Casinos, betting shops and other forms of gambling can be advertised on TV under proposed new rules published yesterday.
The guidelines set out content restrictions for gambling adverts in both the broadcast and print media.
They follow the Gambling Act 2005 which gives gambling operators greater scope to publicise their services.
A public consultation on new rules to ensure gambling adverts are "socially responsible" was launched yesterday.
The rules will take effect from September 2007 when the Gambling Act comes fully into force.
Operators can advertise across all types of media after that date - providing they comply with the new content rules.
TV adverts for betting, gaming and lotteries are currently banned except the National Lottery and some other exceptions.
Print adverts are also heavily restricted at present. The Advertising Standards Authority will police the new gambling adverts to ensure they comply.