Most have noticed the rapid expansion of US sports betting over the past year or so, but few Americans have paid attention to the turmoil the industry is facing in the United Kingdom. Recently, Britain’s National Health Service joined the growing chorus of anti-gambling rhetoric there, and bookmakers in this country would be wise to take notice.

In a letter sent to five of the largest UK operators, the head of National Health Service (NHS) in England said the link between betting and mental illness was “increasingly clear.” She called for an end to free bets, saying they drew people back into “the vicious gambling cycle, which many want to escape.”

The letter was sent to the CEOs of William Hill, GVC Holdings, bet365, Betfred and Flutter, all of which are expanding operations in the American market. For them, US sports betting has been a shiny new toy. But as highlighted recently, a focus on sustainability in the short term may pay dividends for the entire industry in the long run.

You can read the full story at Legal Sports Report.