The chief executives of the UK’s leading bookmakers have moved to address public concerns about gambling with the establishment of an independent watchdog for the industry and a number of voluntary measures to ensure gaming products are advertised in a responsible manner.

William Hill, Paddy Power, Ladbrokes and Gala Coral have together agreed a ban on TV advertising sign-up offers featuring free bets and free cash promotions before 9pm.

The operators have also banned all advertising of fixed odds betting terminals in shop windows, and will launch a major campaign to educate the public about responsible gambling...

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