The game of chance with the co-founder of Lives Charles Ritchie has no doubts about the impact that football had on life of his son before taking his life in November 2017.
Jack Ritchie was in Vietnam when he sent his parents, Charles and Liz, to an e-mail to say that his addiction to the game was "happening again". The 24-year-old added: "I will not come back from this."
He was dead within half an hour from sending the message.
Jack was a "big supporter of Sheffield United" and "loved football", according to his father.
Like many other young people who love football and suffer from gambling problems, he has been exposed to the type of advertising seen during the games, which the betting industry is ready to curb.
Ritchie, who helped to organize the gambling game with lives To support the families of young men who lost their lives after gambling addiction, told BBC Sport: "All the young people who have committed suicide due to gambling addiction have been encouraged to play as part of their love of football.
"Although many of them started on Fixed Odds Betting Terminals or other arcade machines, almost everyone ended up betting online. Sports betting and in-game betting were an integral part of what they did.
"Everyone has bought the idea that it is a little fun and a dimension added to the game, and maybe things start like that, a serious and serious addiction, and betting in the game is one of the forms more dangerous than betting. "
William Hill's CEO, Philip Bowcock, said," I'm worried about the volume and tone of advertising on gambling and its potential impact on a generation. of young people who are exposed ".
Why is it important?
Ritchie and many other advocates of gambling can never be eradicated, but want more money for research and education on harm
A Commission report on gambling he says there are 430,000 problem gamblers in the UK, with another 2 million people at risk.
And a more recent study said that the number of children classified as having a gambling problem has quadrupled to more than 50,000 in just two years.
The game of chance with Lives wants to ban bets advertising on TV, and has welcomed the news about the game of chance companies are planning to reduce their frequency.
But Ritchie wants sport, and football in particular, to go further, by banning the advertisements on the shirts and around the perimeters of the field, much in the way that the smoke and the alcoholic products were.
a number of reasons why this problem is important, but the crucial one is the impact that ads have on the level of gambling normalization, "he said." This idea is that it's part of sport and you can not play sports without being involved in a kind of gambling game.
"There is clear evidence of the impact it has on young people in particular, and there are numerous studies that show how young people are aware of gaming companies and the number of those who follow companies on the social media.
"Research shows that betting is a solitary activity, but is not portrayed that way on TV. It is shown as a joyful community activity, but it is not true. "
What impact will it have?
While volunteer curbs betting the firms on advertising during live TV sports broadcasts has been accepted in some parts, there are many who say that it is only the beginning to address what the Labor Party calls the "game epidemic" of the United Kingdom.
Television advertising is only part of an arsenal of Betting.
Although more than 90 minutes of betting announcements have been shown in the World Cup, research shows that online marketing spending is five times the amount spent on television, which in turn could attract a younger audience.
Nearly 60% of the clubs in England have the first two divisions having gaming companies on their shirts, and of the 20 snooker events, 1
The former gambler and Fairer Gambling, spokesman Matt Zarb-Cousins, says: "If TV whistle-to-whistle the ban on advertising is justified, as well as other things.  "For it to be truly effective, it should also include sponsorship of T-shirts and leagues and digital advertising around a field."
The online impact could be the hardest part to deal with, though.  The online gambling game has enjoyed a boom in recent years, highlighted by Bet365, which specializes in in-play TV advertising and registered profits of £ 660 million in its latest accounts.  More than £ 5.35 billion was spent on online gambling last year, according to the Gambling Commission, compared to £ 5.55 billion spent in betting shops, casinos, casinos games and bingo halls put together.
L & # 39; amminis CEO of GambleAware Marc Etches says: "The game of chance is to be more and more normalized for children and they are growing up in a very different world than their parents; one in which technology and the internet are always present.
"The fact that one in eight between 11 and 16 years of age are following social gaming companies is very disturbing."
Why is this move happening now?
Support to limit gambling advertisements in sports broadcasting is a rare thing in current politics as it has transversal support.
So there is a widely held view that the betting industry is introducing a voluntary ban before the government intervenes with further draconian measures.
The Remote Gambling Association has yet to confirm the ban, but last month it said it was reviewing its practices and was "very attentive to public concerns".
The strength of public opinion on this problem also extends to some English footballers, who understand that they are dismayed by the amount of advertising on TV.
The Football Association is also eager to see less betting advertising in football. He changed his policy after he was criticized for introducing stricter rules for players betting on football, also having Ladbrokes as one of his sponsors.
That relationship ended in 2017.
Will the sporting relationship with bets change?
The relationship between sport and betting is deeply rooted.
In addition to advertising football shirts, Sky Bet is the main sponsor for the EFL & # 39; s Championship, League One and League Two divisions, so it is unlikely that these agreements can be changed at any time.
"Betting ambassadors" in football are common and extend to other sports such as cricket, boxing and snooker.
Former Billiard World Champ Stuart Bingham summed up his sporting relationship with gambling when he told BBC Sport: "It's in our faces, it's everywhere."  But he added: "I do not think you can stop it unless we receive another load of companies that change sponsorship."
Football teams and leagues seem to have a similar view, while gambling houses say to promote responsible gaming.
For now, it's just too precious but at least the gaming companies are proving they want to listen.
William Hill Bowcock CEO added: "We deeply support the industry's efforts to work together to respond directly to public concerns with this problem."