The Paddy Power operator has updated its safer gambling policies to mitigate the potential for harm, including committing 1% of net gaming revenue (NGR) to support the research, education and treatment of problem gambling, which is estimated to amount to €1.25m ($1.5m) in 2021.

The operator will also ban the use of credit cards on customer’s online and retail accounts and implement a pre-watershed whistle-to-whistle advertising ban which will restrict advertising during live sport.

The measures are aimed to supplement those already in place to help stop problem gambling, with harmful behaviour identified through artificial intelligence and human monitoring.

Flutter’s Paddy Power, Betfair and Sky Bet will stop accepting credit card payments from customers on all online customer accounts and in Paddy Power shops, while the advertising restrictions on all live sport before 9pm will be implemented from 1 May.

Flutter UK & Ireland CEO Conor Grant said: “We recognise that gambling has undergone a technological transformation over the past two decades. The influence of the smartphone, social media, and on-demand streaming has been profound.

“We have not always got it right as an industry and we must ensure collectively that we are doing all we can to prevent problem gambling. The reality is that protection and promotion measures will continue to evolve over time and new measures will need to be considered to promote moderation, safety and enjoyment in this era of digital gambling.”

The measures come after Ireland’s Labour Party published a draft legislation which would ban all forms of gambling advertising except sponsorship.