Some of the biggest gambling companies in the UK have pledged to contribute to a £60 million fund to help treat gambling addicts.
Following intense criticism and scrutiny over how little the industry donates, the likes of Ladbrokes Coral, Skybet, William Hill, Paddy Power Betfair and Bet 365, will increase their voluntary donations from 0.1% of profits to 1%.
The companies also pledged to collectively spend over £100m on treating addicts over the next four years.
Peter Jackson, chief executive of Flutter Entertainment, the holding company for Paddy Power Betfair, said: "[It is] an unprecedented level of commitment and collaboration by the leading companies in the British betting and gaming sector to address gambling-related harm."
Speaking to the BBC, Mr Jackson said: "We think that is an important step to make.
"We do think we need to increase the amount of money that is available to protect the young and vulnerable."
According to the Gambling Commission, over 430,000 people in the UK have what they describe as a "serious" gambling addiction, with a further two million as "at risk".