New technology will allow gamblers to set limits on how much time and money they spend on gaming machines.
The technology is being installed on gaming machines in England and Wales as part of a code of conduct established by the Association of British Bookmakers (ABB).
The ABB says the code aims to "tackle problem gambling".
The technology will allow customers to set limits on gambling machines, and will also introduce mandatory alerts when a customer has spent £250 or played for 30 minutes.
Staff at a gambling venue will also be alerted when the limit is reached, and the machine will alert the customer and force a 30-second break in play.
The new technology to implement the measures is currently being installed on 33,000 machines across England and Wales.
The ABB said the code, which comes into effect today, has the "full support" of the gambling industry.
ABB chief executive Dirk Vennix said: "The code will help give players more control and encourage responsible gambling.
"It forms part of the industry's ongoing, proactive efforts to be socially responsible, to tackle problem gambling and to ensure a duty of care towards every customer.
"We recognise growing concerns that some customers are spending too much money or too much time on gaming machines. We want to take steps to protect them because one problem gambler is one too many.
"That is why we have put together the code, which introduces revolutionary new harm minimisation measures, the likes of which have yet to be seen anywhere in the world."
Dirk Hansen, chief executive of gambling advice service GamCare, said: "I welcome the ABB's move towards offering greater protections for players, encouraging responsible play and for raising awareness amongst betting shop customers about the help that is available for problem gambling.
"These new measures will not only educate players to the risks associated with gambling but also empower individuals to get support when they need it."
:: Watch Sky News live on television, on Sky channel 501, Virgin Media channel 602, Freeview channel 82 and Freesat channel 202.
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