Ladbrokes confirmed "an element" of executive pay would be "linked" to the company's ability to implement a responsible gambling agenda.
Speaking to Daybreak, Corporate Affairs Director for the bookmakers, Ciaran O'Brien, said the company wanted to "make sure responsibility runs through our organisation like a stick of rock".
More top news
As Ireland went to the polls for a key gay marriage referendum, thousands shared their trips home to take part on the #HomeToVote hashtag.
The former Scottish Secretary was behind a controversial leaked memo released in the countdown to the general election, an inquiry has found
Warm sunny spells and some showers through rest of today across the UK, particularly in the southeast