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Bookmakers and a Duty of Care: Customers’ Views in EnglandThis paper focuses on customers’ views on the extent that bookmakers and individuals are responsible for a duty of care. 72 participants from seven bookmakers in one city in England were interviewed that illustrates customers expect bookmakers to take ‘reasonable steps’ to avoid exploiting all customers. However, the customers’ views recorded in this paper illustrate a range of views on what a duty of care should actually comprise with differences of opinion on the level of bookmakers and individuals level of responsibility, dealing with intoxicated customers, illegal gambling, prevention of excessive and problem gambling and self-exclusion.