Earlier this week, the Gambling Related Harm All-Party Group (GRH APPG) called for stake and deposit limits to be set at £2 ($2.60) for online slot gaming in its interim report.
Speaking at an event for the launch of Responsible Gambling Week however, a panel of executives criticised the proposal for over-simplifying a complex issue.
Lyndsay Wright, Director of Sustainability at William Hill, said: "I think if the answer were that simple we would have done it by now.
"We have to be quite thoughtful about the ecosystem in which our customers play online, especially when you’re dealing in a world where it’s not difficult to get yourself to an unlicensed operator."
Wes Himes, CEO of the Remote Gambling Association, said: "We think affordability is a much more forensic and comprehensive way to approach the issue.
"We are testing various procedures based on our ability to identify customers in relation to their financial position, which will provide a much better case-by-case, person-by-person view on what is affordable for that player."
Ben Wright, Head of Safer Gambling at Sky Bet, said: "Limits are a blunt tool. There are more sophisticated things we could be doing across our industry, whether it’s data-science, affordability or customer education."
