The regulator has announced new measures against "irresponsible incentivisation" of high-value customers, although it remains to be seen how much action is actually taken against operators.

In response, though, the BGC says the move is a positive one for the industry and betting companies themselves.

Michael Dugher, BGC CEO, said: “The BGC, working with the Gambling Commission, has taken tough action on VIP accounts, including the introduction of a strict new code of conduct which has seen the number of players enrolled in them reduced by 70%.

“The code restricts anyone aged under 25 from taking part, while any customer considered for a VIP reward programme must first pass rigorous safer gambling checks and be subject to ongoing checks on their betting behaviour.

"Reward programmes must be overseen by senior management and conducted in a clear and transparent way to prevent any betting-related harm. Operators are also banned from incentivising customers based on losses."