According to the UKGC, 430,000 people in Britain have a gambling problem and another two million are at risk of developing a problem. Further research has found that for every problem gambler another six people are affected.

The ‘Nobody Harmed’ campaign outlines a number of commitments the company is taking, which includes changes in advertising and campaigning for registered play across all products.

The company also appointed Lyndsay Wright as the first director of sustainability. According to Wright they have been working on the campaign for nine months.

She explained that there will be four focus areas: identifying people at risk of developing a gambling problem, providing support for players, training staff to identify a problem gambling situation and working on its design and marketing products.

“We must recognise the hidden side of gambling and get much better at helping our customers stay safe, in shops and online, in the UK and around the world,” William Hill Chief Executive Philip Bowcock said.