Gambling firms will be required to establish how much customers can afford and to set limits on their spending, under a proposed crackdown by regulators.

The Gambling Commission, which can impose unlimited fines on firms that breach the rules, wants them to introduce new systems that enable them to identify those who may be gambling beyond their means.

It suggests they could use household earnings and wealth data from the Office of National Statistics (ONS) to assess what a customer can afford.

The Commission said operators will be expected to “set limits on consumers’ spending until affordability checks have been conducted.”

It is proposed that they will then be required under the terms of their licence to ensure customers do not become problem gamblers by actively and closely monitoring their betting. Those that breach their licences can not only be fined but also to have their licence to operate in the UK revoked.

The Commission suggests the firms should watch for indicators such as chasing losses, erratic betting patterns or high stakes following a win which research has shown is a sign of problem gambling. Other signs include frequency, time of day, large losses and multiple payment methods.

It has told the firms: “We expect you to take social responsibility seriously for all customers, including VIPs, and not let commercial considerations override customer protection.”