Entain’s brands include Ladbrokes and Coral.

In an interview with the Sunday Times, as reported by City AM, Nygaard-Andersen urged policymakers to avoid implementing gambling rules that are too strict. Too rough rules may, as she explained, lead to gamblers moving into black market, underground operators.

The Entain boss has asked for ministers to strike a healthy balance with the impending new rules, which are expected to be published in a White Paper in spring. Issues under consideration include the reduction of minimum wagers and the introduction of affordability checks for users.

Nygaard-Andersen’s concerns come after research from the Betting and Gaming Council last year showed that the number of customers using an unlicensed betting website rose from 210,000 in 2019, to 460,000.

“It is somewhat unfair, the reputation that our industry has,” said Nygaard-Andersen. “It is utterly important for me that our customers understand that we have their safety at heart, and that they see us as a trusted entertainment provider.”

The government’s delay of the White Paper last year has been heavily criticised by anti-gambling campaigners.