Five of the biggest gambling companies in the UK - including Paddy Power - have committed to measures to address problem gambling, including a major increase in funding for addiction, following government pressure.
The companies are Bet365, Paddy Power-owner Flutter, Ladbrokes-owner GVC, Sky Betting & Gaming, and William Hill.
They have all agreed the proposals to create a safer gambling environment after discussions with the Department for Digital, Culture, Media and Sport (DCMS).
The gambling firms will significantly increase 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 £60m in funding support from the firms in 2023, and it will remain at that level for the future.
It comes after criticism over the amount of money gambling firms spend to help addicts compared with marketing spend.
Last month, NHS England chief executive Simon Stevens called for a tax on betting firms to pay for addiction treatment.
Over the next four years, the firms will cumulatively spend £100m on addiction treatment and co-operate with health organisations to determine where support is most needed.
The companies have also agreed to "review the tone and content" of advertising and marketing, as well as increase messages regarding safer gambling.
The five firms will be required to report on their progress to the Gambling Commission.
On behalf of the five companies Peter Jackson, chief executive of Flutter, 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," Mr Jackson said.
"Our aim is nothing less than a step change in how we tackle gambling-related harm," he added.
