William Hill CEO Ulrik Bengtsson has welcomed the gambling review launched in the UK, saying the operator looks forward to engaging with the UK Government.
Others have already reacted to the review's launch, including the Betting and Gaming Council, with Bengtsson echoing the positive sentiment shared by the rest of the industry.
Speaking to Gambling Insider in the past, the CEO has said he is more confident of a balanced, evidence-led approach from politicians within the UK than he may have been in previous years.
And he has once again emphasised the need for policymakers to strike a balance when assessing the UK's gambling laws.
In a statement sent to Gambling Insider, Bengtsson said: “William Hill welcomes the gambling review which the Government has launched today. Our industry is more committed than ever to keeping gambling as safe as possible and we have been getting on with raising standards.
"Whether it’s ensuring under-18s and vulnerable people are not exposed to gambling adverts or identifying at-risk players through technology, we are continually driving up standards to ensure gambling remains a safe and fun pursuit for millions of people in the UK.
"We look forward to engaging with the Government throughout the review to ensure any new regulations work alongside progress made by our industry and provide clarity and certainty for customers, operators and all those who work in the sector.
"It is important the review is evidence-led, strikes the right balance between protecting the vulnerable and the continued enjoyment of the many tens of millions who happily place the occasional bet, as well as taking a critical look at the growing risks of the black market – where there are no consumer protections."
William Hill was this year purchased by Caesars Entertainment, with the deal expected to be complete in early 2021.
The operator's European business, though, remains for sale – as Caesars is only interested in its US operations.