UK’s biggest gambling companies implement self-regulation, protecting customers in danger of developing gambling problems.

Betting companies will put mandatory time limit on fixed-odds betting terminals (FOBTs) into place, which is described by campaigners as the “crack cocaine” of gambling.

At the start of a session on a terminal, players will be prompted to set their own time or money limit. Even if they choose not to do so, the machine will show a short warning after 30 minutes of use or once a play racks up losses of £250. The companies will also will also cover 8,000 betting shop with messages about betting responsibly as part of an industry-wide “gamble aware week.”

Betting companies have launched a new £2m responsible gambling campaign intended to remind punters to curb their impulses when gambling. The new watchdog named the Senet Group, whose ranks include Coral, Ladbrokes, Paddy Power and William Hill, have debuted a pair of new TV adverts centered around the message that: “when the fun stops, stop.”

“75% of customers, when hitting a limit, stop immediately or don’t put any more money into the machine. But not enough customers are setting limits.” said Carl Leaver, chief executive of Gala Coral.

“Campaigners would say that problem gamblers were our best customers, actually the reverse is true – they are our worst customers,” he added. “We want people who continue to have fun for month after month, year after year. Our hope is that in introducing these measures, customers will manage their own spending better.”

According to the Responsible Gaming Trust after it took its first in-depth analysis at FOBT that average player loses £6 per session after playing for 11 minutes and the average stake doubled after 10pm and 3% of sessions involved the maximum £100 bet, a ceiling that was set in 2005.