leAware Week has been launched by the Association of British Bookmakers (ABB) this week.

The aim of the week is to educate customers about the tools that are available to help them remain in control of their gambling and to increase the number of players setting voluntary limits on gaming machines.

New machine rules now make it compulsory for players to choose whether or not to set a limit before they begin playing.

Drop-in centres will be created during the week and a series of public engagement events with GamCare partners will take place in Liverpool, Eastbourne and Brighton.

ABB chair Paul Darling QC said: “GambleAware Week marks the latest step in the industry’s approach to responsible gambling.

"We are absolutely committed to addressing public concern and doing everything we can to better protect our customers.

"In recent months, we’ve made a number of changes, on the basis of evidence, to significantly improve player protection.

"However, we remain determined to do more and will continue to work with all interested parties in order to build on the measures already taken.”

GambleAware Week comes after the Senet Group, the self-regulatory body made up of bookmakers William Hill, Ladbrokes, Coral and Paddy Power, was officially launched last week, including the beginning of a TV advertising campaign to promote responsible gambling.