CEO William Hill Ulrik Bengtsson welcomed the gambling review launched in the UK, saying the operator is looking forward to working with the UK government.
Others have already reacted to the launch of the review, including the Betting and Gaming Council, and Bengtsson echoed the positive stance shared by the rest of the industry.
Speaking in the past to Gambling Insider, the CEO said he was more convinced of a balanced, evidence-based approach from politicians in the UK than he may have been in previous years.
And he reiterated that policymakers should strike a balance when evaluating UK gambling laws.
In a statement sent to Gambling Insider Bengtsson said: "William Hill welcomes the gambling review that the government has launched today. Our industry is more committed than ever to keeping gambling as safe as possible and we are working to raise the standards.
"Whether it is to ensure that under-18s and vulnerable people are not exposed to gambling advertising, or we identify at-risk players through technology, we are constantly raising standards to ensure that gambling remains safe and enjoyable. an activity for millions of people in Britain.
“We look forward to working with the government throughout the review to ensure that any new regulations are in tune with industry progress and provide clarity and certainty to customers, operators and everyone working in the sector.
"It is important that the review is evidence-based and strikes the right balance between protecting the weak and the continued joy of the tens of millions who happily place occasional bets, as well as a critical look at the rising risk of black markets - where there is no consumer protection."
William Hill was acquired by Caesars Entertainment this year, with a deal expected to be finalized in early 2021.
However, the operator's European business remains for sale - Caesars is only interested in US operations.