I think of this question in two ways, how the industry appears to players/customers and how it appears to the non-gambling general public.
Influencing the latter's view would probably require a lot of 'change' from the casinos, affiliates, regulators, etc... you'd need industry experts [like yourself] to brainstorm on that one, and what would be doable.
From a customer's view I could offer the following ideas, not exactly revolutionary mind you
just things that I feel give out a 'shyster' impression.
1. the casino sites, front page and promotions 'shout' too loudly if that makes sense, I realise firms see this as part of gaining a competitive edge, but if it was toned down a shade they'd look more respectable with less manic urging to trigger customers/players. Would need agreement across the board otherwise site's toning down things would feel at a disadvantage to other sites not bothering.
2. pruning the terms and conditions, making them easier to understand and clearer.
3. reform the complaints process, I think it's messy. There should be a far quicker turn around for one, it was mentioned on a thread the other day, time limits of 3-6 months
to resolve complaints. The customer service teams and live chat need to engage with what the customer is actually saying and not deliberately confuse issues and falling back on a 'computer says no' approach, it makes the customer feel like he is dealing with an untrustworthy business.
It was said years ago that 'bets' were unenforceable, I think that has changed but you still read high profile case/instances of firms welching large payouts and hiding behind 'there was a technical malfunction' or some such excuse, which reinforces the popular view that casino management/owners are still shysters underneath, and will look for opportunities not to pay. This may be unfair but I believe that image lingers, and is held fairly widespread.
4. A regulator like curacao even existing, is a blot on the landscape. With experienced people warning you about signing up to casinos operating from there. I realise there are different types of curacao licences but that still doesn't inspire a lot of confidence. That's not a uk issue I suppose, but dodgy casinos bring the whole industry down, and a regulator that tolerates or turns a blind eye isn't helping.