Now NHS tells bookies to stop shameful bribes for gamblers

THE NHS today calls for an end to the ‘shameful’ betting bribes behind a devastating national crisis.

Its mental health chief has written to bookmakers to warn the health service can no longer ‘pick up the pieces’ from gambling addiction.

Claire Murdoch says the link between betting and mental illness is ‘increasingly clear’ and the prevalence of gambling in society is ‘causing harm’. In the letter, she savages the predatory tactics that ‘turn the occasional flutter into a dangerous habit’.

These include bet-to-view live streaming of sporting events, pervasive advertising, free offers and VIP experiences for big-spending customers.

Mrs Murdoch says the NHS has been forced to open 14 gambling-addiction clinics in a £2.3billion investment in mental health but industry-wide action is now needed.

‘For seven decades the NHS has adapted services in response to current challenges,’ her letter says. ‘But we should not be expected to pick up the pieces from lives damaged by avoidable harm.’

The letter, which has the backing of ministers and MPs, has been sent to the chief executives of the UK’s biggest betting firms, including Bet365, Ladbrokes Coral, William Hill, Paddy Power and BetFred.

The firms have agreed to meet Mrs Murdoch for a summit on the issue of problem gambling, which is linked to self-harm, depression, anxiety and suicide.

The landmark intervention follows a campaign by the Daily Mail to highlight the dangers of gambling addiction and the aggressive tactics used by some firms to keep customers hooked.

Mrs Murdoch told the Mail: ‘It is high time sporting bodies get back to their roots and start focusing on fans and families enjoying watching their heroes play, rather than allowing firms to hijack sport in pursuit of profit.’

The growth of gambling in football has seen an aggressive push into online betting by firms. Experts believe this has led to a public health crisis, with 430,000 problem gamblers in England, including 55,000 children.

Big losers are enticed to keep gambling with a dizzying array of VIP perks and cash rebates.

The Betting and Gaming Council, which represents bookmakers, said in a reply to the letter: ‘We take our responsibility to our customers incredibly seriously and we are determined to raise standards and improve safer gambling.’