Paddy Power and its main British rivals have tried to outflank any moves for more government-imposed regulation in the UK by agreeing to establish an independent standards commissioner.
The initiative will see the four firms - Paddy Power, Ladbrokes, Coral and William Hill - introduce a voluntary TV advertising ban on sign-up offers, such as free bets and free money, airing before 9pm.
However, the UK initiative does not extend to Ireland, where there has been less political push-back to date about the growth in online gambling in particular.
The companies have undertaken to remove all advertising of gaming machines (which aren't permitted in Irish bookmakers) from betting shop windows.
They've also pledged to commit 20pc of their shop window advertising to responsible gambling messages.
From the start of next year, the operators will fund an advertising campaign to educate people on responsible gambling.
"Recently, concerns about gambling have grown - particularly because of the tone of some of the advertising of betting on TV at times when children may be watching," said the companies.