Google is set to allow YouTube users to opt out of most gambling and alcohol ads.
The tech giant has made the decision in response to recent feedback from its users, and the changes are now scheduled to be rolled out in the US in the coming weeks.
Countries where gambling or alcohol adverts were already prohibited won't see any change, while countries outside the US will see the introduction of the new policy from next year.
A spokesperson for the Betting and Gaming Council, the UK's gambling lobby group, said: "We have previously urged Google and other tech platforms to provide the option to stop seeing gambling adverts. We welcome this step in the right direction and hope to see it launch in the UK very soon."
Last year, UK betting companies agreed to stop advertising on TV during live sports games, amid suggestions that vulnerable people were being taken advantage of.
