Bookmakers have only been allowed to advertise on television since the beginning of September and already the first test case is before the Advertising Standards Authority.
It is looking at whether the recent Ladbrokes campaign broke guidelines by using football celebrities who might appeal to young people in an ad that could be construed as peer pressure.
Still, now the genie is out of the bottle, all the betting firms are advertising, with Ladbrokes being joined on the advertising front by, among others, online rivals Betfair, which has taken an entirely different approach to publicising its brand.
There are no celebrity endorsements or anything that could be construed as encouragement to bet here - instead the focus is on portraying Betfair as offering a better deal to punters than its high-street rivals.
The ad features cartoon punters wandering about looking for someone to bet against and is intended to highlight how customers can bet against each other rather than the bookmaker at odds they agree themselves.
The strapline is "Betting as it should be" and, presumably, the ad is bookies' advertising as the ASA thinks it should be.
Has it been as effective as Ladbrokes' Jimmy Hill and Ian Wright though? As with tobacco brands, gambling brands on BrandIndex tend to receive negative scores because some respondents disapprove of the entire industry per se.
However, Betfair's figures are up since the advertising campaign broke on 2 October. Betfair's net buzz rating is up from -3 to 0, and its general impression is up six points to -29.
Other measures such as recommend and value are largely unchanged.
It is a gradual progress, but it is building the brand recognition of a non-traditional brand and at least it is unlikely to get its wrists slapped by the ASA.
METHODOLOGY - YouGov's BrandIndex is a daily measure of public perception of more than 1,100 consumer brands across 32 sectors, measured on a seven-point profile, with data delivered on the next day.
YouGov interviews 2,000 people each weekday, more than half a million interviews per year.
This means you can spot trends as soon as they happen, not when it's too late. Respondents are drawn from an online panel of more than 130,000.
The score is the net rating: people are asked to identify the brands to which they have a positive response, and then those to which they have a negative response, to whatever is the prompt measure.
The net score is the positive minus the negative.
The seven measures that make the complete profile are below.
Each is taken independently - in any one survey, any individual respondent is asked about only one measure for the sector, not all seven. Therefore, none of the readings influence each other within the survey.
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation
In addition, we supply an index score.
www.brandindex.com.