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".
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After ice and snow, a more dry and settled picture across the UK today - but it's still set to be chilly.
Drunks who become abusive in hospital A&Es should be arrested, a leading doctor has claimed.
This was despite more than a fifth experiencing delays of more than three hours, a Which? survey revealed.