A charity based in Blackburn, Inspire Motivate Overcome (IMO), has joined the Coalition to End Gambling Ads (CEGA) to end gambling promotions from being advertised in the UK.
More than 45 organisations are already part of the movement, including local authorities, sports clubs, credit unions and public health bodies.
Mohammed Sidat, IMO CEO, said: "Joining the Coalition to End Gambling Ads is an important step for IMO Charity.
"Working across Blackburn with Darwen and East Lancashire, we see the very real harm that gambling advertising causes in our communities, particularly among young people and those already facing disadvantage.
"We are proud to add our voice to this growing coalition and to support the push for meaningful change that will protect the people we serve."
There have been some notable complaints about gambling advertisements in the UK over the past few years, particularly on the London Underground.
Some reports estimate that the gambling industry spends approximately £2bn ($2.68bn) on advertising each year.
The Betting and Gaming Council (BGC) argues that each month, 22.5 million people in Britain take part in betting or gambling, while only 0.7% of the adult population can be described as problem gamblers.
Will Prochaska, Coalition to End Gambling Ads Director, said: "We are delighted to welcome IMO Charity to the Coalition to End Gambling Ads.
"Charities working in Blackburn see first-hand the harm caused by relentless gambling promotion, particularly among young people and disadvantaged groups.
"IMO Charity's leadership on this issue sends a powerful message that communities do not have to accept the normalisation of harmful gambling advertising."
Perhaps for some marketing teams, this may be a push in the right direction to approach advertisements in a new light. With increasing speculation, there is an opportunity to advertise in more 'responsible' ways.
The Office for Health Improvement and Disparities (OHID) awarded a grant to IMO to carry out gambling harm prevention work in the Darwen area.
Similarly, GamCare was awarded £4m to fund its two latest schemes in supporting those experiencing harm and spreading awareness.
The regulated gambling sector supports over 109,000 jobs, contributes £6.8bn to the UK economy and raises £4bn in tax each year
