UK-listed bookmakers William Hill have launched a new responsible gambling initiative in response to regulators’ increased crackdown on operators who fail to observe social responsibility obligations.

On Monday, Hills CEO Philip Bowcock announced the company’s new Nobody Harmed program, vowing to “recognize 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.”

Bowcock claimed Hills had “not taken seriously enough the challenge of problem gambling” but now realizes that “every type of gambling product has the potential to cause harm to our customers.” Bowcock added that society “expects” the company to do everything in its power to mitigate gambling harms, and the company’s “sustainable future” depends on getting this right.

The company’s strategy involves a four-pronged approach, including designing and marketing its products in a way that allows customers to stay in control; identifying customers ‘at risk’ of developing problem gambling behavior; strengthening support systems for those gamblers who experience harm; and empowering Hills retail and online staff to be able to make an impact when they encounter problem gambling activity.