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From today adverts promoting gambling will be allowed on British Television screens, ads for arcades, bingo halls, casinos and bookmakers can be shown after the 9p. m watershed for the first time. Thanks to provisions in the 2005 Gambling Act only just coming into force. They'll be regulated by a new watchdog, the gambling commission whose chairman joins us live for the moment, but still there are concerns that the campaigns will fuel problem gambling. As our home affairs correspondent Simon * reports.

This swinging sixties films to the first TV gambling ad due to be broadcast in Wales and Northeast England tonight, conveying the idea that the good times are here. It marks the new era in gambling laws which would allow for the first time in 40 years pictures of actual playing at tables. The online brands such as Party Poker, are expected to be major spenders on advertising, coupled, the government says, with an owner's own social responsibility.

They are some fair restrict codes of practice. But the codes of practice regarded to advertising have been drafted by the gambling operators themselves. The government went to them and said,'' now Mr. Fox we are concerned about the safety of our henhouse, what would you like to do to protect our henhouse?'' So the industry said, ''well, Let s see what we can get away with.''

Each of the providers have got to provide information support // people that can have problem with gambling to do that through financial support for gambling charities, but also they've got to show advertisement information. They've got to train their staff in making sure that people can recognize the symptoms. So I think it s better to be open at all front, rather than to have it, say, in a behind closed doors if you come over the counter.

But on the tables, the government's touch's been anything but sure. Gone are the eight super casinos which are originally proposed by Tessa Jowell, the former culture secretary and // one remaining is on hold until the gambling commission publishes its review later this month on the scale in social effects of gambling in the UK over the past 7 years. And that s before the introduction of TV adverts which will reinforce the gaming industry's current/ sponsorship of programs.

getmintedcasino. com , sponsors's shock. For us the change is gonna be one of move away from sponsorship which we' ve done in the past. We found that quite restrictive, because it's really sort of target to one show or one format and then one audience and say by having a direct TV ad, and flexibilities to change that sports we choose, we can get fair more targeted play. So wall-to-wall insurance ads may well be replaced by wall-to-wall gambling ads, and tonight's note to social responsibility is a website address for problem gamblers at the end.

We are joint live now by Peter Dean who is chairman of the gambling commission. What do you think of those adverts purling every hoister, lots of young people having fun?

Well, alongside the freedom to * advertise which has come in today go very strict rules about what gambling, what advertising is gonna be possible.

Sure. But you ve seen the adverts, this has been approved. Are you happy with them?

Well, I haven t actually seen those adverts or I am not sure where they are going at all, what I can say is that all advertisements in Britain are going to have to be social responsible. They have to conform to strict codes. For example, they can t target at children, they can t imply that gambling is a solution to financial problems and so on.

But we've got a situation where the government is being pressured to withdraw of alcohol advertising, and these adverts look a lot like the ones we used to see for alcopops a few years ago?

I m not sure that s right, the background to gambling in this countr 's the vast majority of adults who gamble completely harmlessly. And the new law' s been set up to recognize that gambling is not something to be, to be forbidden. It s to be permitted and strictly controlled. We're set up to provide this big control

The big issue is by advertising, advertising works on bringing in new people, your own commission is expected in itself, for coming review to acknowledge there will be a rising problem in gambling. What sanctions have you got in place to deal with it?

First of all, nobody knows what s going to come out of the review,when it' s published and
What we understand is there is expected to be an acknowledgement to that, the government chose to ignore charities, you must be preparing for that, what would you say to those who are worried that you need tough sanctions in case?

What I would say is that there is in place a new regulator of the Gambling Commission, which has a very strict pass, (such as)to, pass to control what operators do, (close down casinos?) It s certainly if the casinos don t observe the strict controls that are in place, We have powers to remove their license they guard the business. We have powers to impose very strict fines of unlimited amount, to prosecute, so we have very very strong team, I may say that the gambling industry in this country has traditionally behaved very responsibly and very rably doubt. But it would be often necessary to exercise this strict pass that they are necessary if the necessary rule...