While the US gets tougher about gambling, the UK is softening its stance on what the sector can do.

New plans to allow casinos, betting shops and other forms of gambling to advertise on TV have moved a step closer.

It comes with a public consultation on new rules to ensure gambling adverts are "socially responsible".

Proposed 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.

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 ads are also heavily restricted.

The Advertising Standards Authority will police the new gambling adverts to ensure they comply with content guidelines.