Claims gambling reforms announced by the government will not go far enough to ensure companies play a key part in countering addiction have been rebuffed by an MP.

Folkestone and Hythe’s Damian Collins, who was the gambling minister for a short period until Rishi Sunak became PM, said the government's measures represented the most significant shake up in the industry for many years.

He said: “In particular it recognizes the unique challenges of gambling in the online world.

“Most of the checks in the past have been conducted in bookmakers’ shops. In the online world that is much more challenging.”

He said the government's response to the changing landscape had three major measures.

“One is to check the background of heavy online gamblers to make sure there are not other problems they have experienced, such as whether they have had county court judgments against them or being declared bankrupt.”

He welcomed the fact companies would have to meet some of the costs of treating addicts and research into addiction through a mandatory levy.

He said complaints the reforms were taking too long to implement were not valid.

“This is a major review and requires understanding of the problems and to talk to the industry about how these changes will be implemented,” he told KentOnline.

Critics have argued not enough has been done to curb sponsorship and advertising while other campaigners said the changes were not being brought in quick enough and would lead to further deaths linked to gambling debts and addiction.

The government was trying to keep peace with developments in the gambling industry.

“Some of the things that are under review reflect new aspects of gambling and things we haven’t thought of before.”

He welcomed the proposal to block football clubs from putting gambling companies’ logo on the front of football shirts – which comes into force at the start of the 2026/27 season.

“It is good that the Premier League is going to do that voluntarily but it does take time for sponsorship deals to come to an end.”

He questioned why some of the brands and logos on shirts were necessary as they were not UK sponsors.

“They are not brands that are well known here but are from the Middle East, so I would question their purpose.”

Announcing the shake-up, culture secretary Lucy Frazer said: “Temptation to gamble is now everywhere in society.

“And while the overwhelming majority is done safely and within people’s means, for some, the ever-present temptation can lead them to a very dangerous path.”

“This is a major review and requires understanding of the problems and to talk to the industry about how these changes will be implemented...”

The reforms will include plans to trigger investigations at certain points.

The white paper proposes two thresholds at which checks should take place.

The first is a "moderate loss threshold" at either £125 net loss in a rolling month period or £500 net loss within a rolling year period.

The second check will be triggered by what the white paper describes as "binge gambling", a net £1,000 loss in a 24-hour period, and will entail an "enhanced spending check".

There are also plans to protect young gamblers, with a £2 stake limit on slot machines possible.