Reining in the harmful impacts of gambling could be extended to sponsorships and advertising odds, as pressure mounts on the federal government to unveil its gambling reforms.
Whether Labor will roll the dice and attempt any form of an advertising ban before the federal election is up in the air, with a limited number of parliament sitting weeks left before Australians go to the polls.
A detailed policy package hasn't been finalised with consultation ongoing and while a draft policy flags a cap on ads outside sports broadcasts, it stops short of a blanket ban that advocates want and a landmark report into the issue recommend.
Without going into details of how far action will go, there remains a focus on breaking the connection between sport and gambling and reducing the saturation of betting ads, Communications Minister Michelle Rowland told AAP.
Betting companies ads on players' jerseys and at sports grounds is also being reviewed, Ms Rowland said.
"I can understand the arguments that have been made ... if there is a limitation on advertising during live sport, if consumers are still viewing advertising on their screens, then that would appear to be a perverse outcome," she said.
"That's an issue and potentially undermines efforts in that space."
Exposure to gambling normalised it for children and led to increased harm, more impulsive betting and further wagering, the Alliance for Gambling Reform says.
The alliance's Tim Costello is also hoping divine intervention will get the minister over the line, referencing Pope Francis' concern over online gambling in his latest action call as he begs the minister to urgently introduce reform.
Sports codes, free to air TV and the gambling industry argue advertising and sponsorship revenue is needed to keep networks and clubs afloat and can be managed with regulation rather than a blanket ban.
How gambling is pushed is also being looked at, with betting ads often citing specific odds on sports games and encouraging people to make recommended wagers.
"We're considering it closely," Ms Rowland said.
The communications minister defended not including gambling companies in an age verification technology trial that's working to prevent young people accessing social media and restricted content such as pornography.
Asked why gambling wasn't covered given it's restricted to adults, Ms Rowland said it wasn't a question about what was excluded from the trial but rather what was in the remit of the eSafety commissioner.
But the findings could be used to help in other areas in the future, she said.
The minister flagged a carve out for greyhound and horse racing, saying the industries were specifically created for gambling and formed part of rural and regional economies.
"The racing sector is one that requires a proportionate response," she said.
Ms Rowland wouldn't commit to a timeline to introduce any reforms but cabinet colleague Katy Gallagher said movement was on the cards ahead of the federal election, due by May 2025.
"That's what the minister is working towards," she said.
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