Four leading bookmakers have announced new voluntary measures in a bid to help "protect the vulnerable" from problem gambling.
William Hill, Ladbrokes, Coral and Paddy Power have all agreed to introduce a television advertising ban on sign-up offers before 9pm and set-up a new body, called the Senet Group, to "self-govern" the industry.
From 1 October, the industry will also start an advertising campaign on responsible gambling and withdraw gaming machines from shop windows.
Tighter rules on betting machines are expected to be announced today as part of a government review of gambling policy, with measures set to allow councils to refuse a planning application if they are worried about the number of shops.
A poll by the Sunday People earlier this month found that thousands can be spent hourly on the machines.
Some 63% said that fruit machines encourage problem gambling and 56% want the maximum stake limit cut from £100 to £20, it added.
People can bet £300 a minute, £18,000 a hour, on the high speed machines and they are mainly clustered in the most deprived parts of the country.
The Association of British Bookmakers said in a DCMS review last year, slot machines "add to the vitality and vibrancy of the high street" and drive footfall to other businesses.
The overhaul of rules on gambling may include a change to planning regulations to let councils stop new betting shops open.
Under current rules bookmakers do not always need planning permission to open a new outlet.
Tighter rules on betting machines are expected to be announced today as part of a government review of gambling policy.
Companies may be forced to give customers using machines more time to consider how much they are gambling on fixed-odds machines that allow stakes of hundreds of pounds in quick succession.
Councils may also be given more powers to stop betting shops opening if they are concerned about the spread of gambling venues in their area.
The measures are expected to be part of a series of proposals from the Department for Culture, Media and Sport to tackle what some say are "ineffective" rules on gambling.
Shares in Mecca owner Rank surged 8.6% following the Chancellor's duty cut announcement, which it called "an important boost" for Britain's bingo clubs.
Rank, which operates 97 Mecca Bingo clubs, said that as a result of the duty change it would be able to invest in the development of three new clubs and safeguard the future of a number of existing clubs.
Chief executive Ian Burke said, "By bringing bingo duty into line with other forms of gaming entertainment, the Government has created a basis for renewed investment and innovation."
George Osborne's Budget confirmed the duty on bingo will be reduced to 10%
Paddy Power's controversial Oscar Pistorius advert has become the most complained-about UK advert of all time, with more than 5,200 complaints so far, the Advertising Standards Authority said.
Paddy Power's controversial Oscar Pistorius advert is to be withdrawn with immediate effect, after the Advertising Standards Authority received an "unprecedented number of complaints."
The ad, which offers "money back if he walks" or is found not guilty of killing girlfriend Reeva Steenkamp featured a photograph of Paralympic gold medallist Pistorius, mocked up as an Academy Award statuette.
A spokesman for the advertising watchdog said: "We consider the ad may be seriously prejudicial to the general public on the ground of the likely further serious and/or widespread offence it may cause.
"We are also concerned that the good reputation of the advertising industry may be further damaged by continued publication of this ad."
The Advertising Standards Authority (ASA) has launched an investigation into an ad by bookmaker Paddy Power guaranteeing to refund losing bets if South African athlete Oscar Pistorius is acquitted of murder.
46 complaints were made to the ASA about the promotion, which appeared in newspapers and on social media.
A petition on Change.org has also been signed by more than 115,000 people.
A spokesperson for Paddy Power said: "Despite the ASA announcing their investigation, we stand by our decision to run this betting market and publicise it to punters."