Gambling machines and websites to carry alcohol-style health warnings in new ‘public health’ approach

Mr Miller indicated the industry’s logo, “When the fun stops, stop,” was “of its time” and needed to be properly evaluated if it was to continue. “For so long gambling related harms were not seen as a public health concern,” he said.

“That has changed now with a clear commitment from Public Health England. I would expect more effective and stronger messaging as a result.”

It warns: “We will hold to account licensees who do not take sufficient action to mitigate against the harms caused by gambling, or take account of lessons learned, using the full range of our enforcement powers, as evidenced by the increasing levels of financial penalties for regulatory failure.”

Measures expected to be announced in the coming year include a ban on the use of credit cards for gambling to prevent people betting money they do not have and compulsory age verification to combat under-aged gambling.

Sports minister Mims Davies said: “Protecting people from harm should be at the heart of every gambling business. Addiction can ruin lives and it is vital that those who need help are given the right treatment at the right time.”

Claire Murdoch, national director for mental health at NHS England, said: “There is increasing evidence of a link between problem gambling and stress, depression and other mental health issues and this is an important step in the battle to reduce the harm caused.”

The Commission says firms will be expected to provide “clear information for customers about the risks of gambling and how products behave. It means improving upfront consumer protections to encourage safer gambling.”

Dr Alan Smith, The Bishop of St Albans, said the strategy was long overdue but was concerned by the lack of detail and clarity about how success would be measured.

“If my fears are founded, the industry may use this strategy as a fig-leaf, with little room for public scrutiny available because metrics of success and failure are not made clear,” he said.

“I look forward to further details and greater clarity being shared with Parliament and the public so we can make sure this strategy delivers what it promises: to reduce gambling-related harm.”