As a result of the negativity surrounding UK retail betting shops and Fixed Odds Terminals, Gala Coral, Ladbrokes, Paddy Power and William Hill have banded together to create a new industry watchdog, set to launch this week.
The aim of the watchdog is to be independent of the founding companies and objective in the monitoring and revealing of dishonesty in the industry.
"Among the voluntary measures, which the big four bookies hope will also be taken up by other operators, is a promise to scrap aggressive “sign-up” offers on television before the 9pm watershed - the kind of advertising where viewers are offered free bets or money," According to The Telegraph.
Advertising material for FOBTs will be removed from the 7,000 combined betting shops of Coral, Ladbrokes, William Hill and Paddy Power.
The plan is to have the watchdog fully operational by January 2015.
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