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To OP this is old news,it was part of the legislation passed years ago:
http://www.opsi.gov.uk/acts/acts2005/50019--q.htm#333 section 331, this is no change of direction (that's not to say that some of the other murmurings from the Brown govt might not be)
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I could be wrong but I thought that was the 2005 gambling act that
allowed gambling ads in the first place and was about to come into force. The restrictions on who and who can't advertise are last minute changes. There is a pokernews article about it here:
Last-Minute Restrictions Added to UK Gambling Ad Policies
However, your link to the act does seem to indicate that this isn't a last minute change, so I am not sure why the news sites are reporting it as such. Thank you for the link.