Any reform to gambling advertising needs to ensure there are no unintended consequences, the communications minister says, as reports online betting ads could be scrapped.

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As the federal government continues talks with the industry, digital gambling ads could be banned entirely, while ads on TV could be scrapped one hour either side of sports broadcasts, Sky News has reported.

It has also been suggested gambling ads would be banned during children’s programming on TV, with there also being a cap of two per hour outside in other times.

Communications Minister Michelle Rowland said consultation with stakeholders was still ongoing but that it was important to get the reforms right.

“The last time that these rules were tinkered with, it actually resulted in an increase in advertising, and particularly in some regional areas,” she told Sky News on Sunday.

“We want to ensure that we don’t have unintended consequences, that it is comprehensive.

“This is a matter that should have been dealt with a decade ago, and in that time, we’ve seen an over reliance on online wagering advertising develop.”

A report handed down in 2023 by late Labor MP Peta Murphy had called for a total ban on gambling advertising.

The total ban would be phased in over three years in order for media and sporting organisations that use revenue from gambling ads to find alternative sources for money.

Ms Rowland said the future of broadcasters, particularly those on free-to-air networks, remained important.

“Until someone invents a stable, free, ubiquitous platform that can either compete with or replace free-to-air broadcasting, I think we need to appreciate that this has a special place,” she said.

“We know that that online sports wagering section is growing, and we need to deal with it.”

It comes as stronger classifications for video games with gambling content came into effect from Sunday.

Video games with in-game purchases that contain an element of chance will now be rated M as a minimum, while those with gambling or casino games will be restricted to those over 18 and given a R rating.

“This change to the classification standards will ensure that parents and other consumers can make an informed choice about what content they are considering for themselves and their families,” Ms Rowland said in a statement.

However, independent MP Andrew Wilkie said the changes did not go far enough.

“A Mature (M) rating to games with gambling-like content, such as loot boxes, means children aged between fifteen and eighteen will continue to be exposed to harmful gambling-like simulators,” he said.

“Moreover, a Mature rating is only a recommendation and not legally enforced, meaning it is likely young people will still be able to access them.”

By Andrew BROWN, AAP