GVC CEO Kenny Alexander says he is in favour of cutting down gambling adverts on television.
GVC owns UK operator Ladbrokes Coral after its successful takeover in March and Alexander believes “most people” within the industry think there are “far too many” adverts.
The CEO has urged collaborative action before operators get to a level where regulators will be forced to intervene.
The Italian government recently imposed a blanket advertising and sponsorship ban on all gambling companies and the Labour Party has discussed a ban during live sport within the UK.
Alexander is most concerned with influencing an audience too young to gamble.
The GVC CEO is quoted as saying by City AM: "Most people in the gambling industry think there are far too many ads.
"We should make the changes collaboratively with the rest of the industry, which might be difficult, and ultimately it’s up to the government to decide if they want to legislate or not.
"Particularly around the watershed, the most vulnerable to gambling are the younger generation. Those who can gamble as well as those who can’t at the moment but will be able to in a year or two.
"It could affect business but if there’s a level playing field then it will affect everybody in the same way.”
Critics of such a stance have said cutbacks will benefit unlicensed operators as advertising is the only way for regulated operators to stand out.
Others have also argued a reduction in advertising will not hurt larger brands nearly as much as it would smaller operators who need more exposure.