Five of the UK's biggest gambling companies have committed to a series of measures to address problem gambling, including a major increase in funding for addiction, following government criticism.
The companies - Bet365, Paddy Power-owner Flutter, Ladbrokes-owner GVC, Sky Betting and Gaming and William Hill - have agreed the proposals after discussions with the Department for Digital, Culture, Media and Sport (DCMS).
The gambling firms will significantly boost their financial support for safer gambling, increasing their commitment from 0.1% of their gross gambling yield to 1% by 2023.
This will result in roughly £60 million in funding support from the firms in 2023, and it will remain at that level for the future.
Peter Jackson, chief executive officer of Flutter, representing all five gambling companies, said: "This is an unprecedented level of commitment and collaboration by the leading companies in the British betting and gaming sector to address gambling-related harm and promote safer gambling.
"The whistle-to-whistle advertising ban was a good start, now we are funding a significant expansion in treatment and we continue to work on a number of areas of collaboration and best practice.
"Our aim is nothing less than a step change in how we tackle gambling-related harm."
