British betting firms are willing to spare some of their dough to help the government with its problem gambling awareness campaign.

The Guardian reported that gambling companies are ready to extend monetary help to the government’s problem gambling ad campaign, which is expected to have an £8 million (US$10.84 million) price tag.

The betting firms’ offer comes at a time when the Advertising Standards Authority (ASA) upheld complaints against marketing content created by an affiliate working for 888 Holdings, Ladbrokes, Sky Betting & Gaming and Casumo.

They hoped that the government will see their gesture as proof that they are really committed to tackle problem gambling in UK.