High levels of "destructive" gambling addiction in the UK has prompted a council to spearhead a policy dedicated to tackling the issue.

Kent County Council discussed taking a fresh approach to the problem during the latest meeting of its health reform and public health cabinet.

Cllr Barry Lewis (Lab), who led the KCC proposal, described gambling addiction as a "crazy situation", saying: "Let's not demonise gambling but the way gambling addicts have been treated in society."

Around 373,000 people in the UK are problem gamblers compared to around 293,000 crack and opium addicts, a KCC report reveals.

Simon Stevens, NHS England's chief executive, earlier said the industry splashes out £1.5 billion on marketing and advertising campaigns online but spends a "fraction" of that helping customers.

Cllr Sarah Hamilton (Con) said she was "shocked" to find out the levels of money spent on online advertising compared to health care, during the meeting in Maidstone County Hall.

The latest KCC report also states young men are more prevalent gamblers, with expanded care and support being provided by the NHS for young people aged 13 to 25.

In addition, the 2019 NHS Long Term Plan has focused on the expansion of specialist clinics for vulnerable people with complex health needs across the UK, including one in Beckenham, and 12-week residential care centres in Kent.

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The report also acknowledges a link between gambling and debt, mental health, criminality and relationship breakdown.

Outgoing council leader Paul Carter (Con) said he felt gambling addiction was "destructive" for individuals, saying: "The problem is being masked and should be higher up on the public health agenda."

His colleague, Cllr Andrew Cook (Con), said gambling addiction was a serious issue which could be "financially disastrous" for both the individual and their families and on some levels worse than alcohol and drug addiction.

KCC has made pledges to increase information available for staff in frontline health services dedicated to supporting addicted gamblers and raise awareness about the issue among residents, district councils, and licensing authorities.

A multi-agency group is also being formed by KCC to find out ways in which health provision can be improved for lifelong gambling addicts in Kent.

This is, in part, due to "scarce resources" within its own public health budget and the council's status as an upper-tier authority also limits its capacity to work solely, due to a lack of licensing powers.

A further update on the KCC-led policy will be made at a future meeting.

Bookmakers were earlier accused of failing problem gamblers after "dangerous flaws" in a scheme designed to protect addicts were exposed by an undercover KentOnline investigation.

If you have been affected by gambling addiction, contact:

• The National Gambling Helpline offers support, advice and counselling to addicts. Phone 08088 020133 or click here.

• Gam-Anon organises meetings for those affected by a loved one’s gambling. Visit gamanon.org.uk for more information.

• Gamblers' Anonymous holds meetings and has online forums and chat rooms for addicts - for details click here