As a gambler (I'm a regular 'customer' of at least two of those companies taking part in the self-exclusion) I'm actually quite impressed that the industry, which is known for finding large amounts of sand to bury their collective heads in quickly, has done this.
I thought we would get to a point first, similar to the IBA rule for commercials back in the late 80's. One advert for one company selling/proving a product per ad break.
So, if you had an advert for 'Stevens Carpets, 65a Long Road, Lower Wibble' you couldn't then play/schedule an advert in the same break for 'Jeff's Carpets, 91 Long Road, Lower Wibble' as they were the same advertiser product.
So, in a live game Ladbrokes had the first ad in the break, no other high street or on line bookie could advertise in that break.
A ban around live sports is welcome, but I do fear on overseas live sports coverage, broadcasters like BT Sport, will be forced to fill up break spots with promos than actual adverts.
My user name might look like Hatton Cross, but it's pronounced Throatwobbler Mangrove.