While national reforms to regulate gambling advertising are being actively considered, there's a backlash within government ranks from a backbencher who is advocating for a total ban.
Prime Minister Anthony Albanese says the status quo on gambling ads is "unacceptable" and is vowing to ensure any changes to online betting reform will be properly considered.
Labor backbencher Mike Freelander says it's "disgusting" a full ban is not included in the government's legislation.
A full ban was recommended by a landmark report into gambling which was put forward by late Labor MP Peta Murphy.
Mr Albanese says he respects Dr Freelander's work, despite having differing views on gambling measures.
"He's a good fellow, but it's not the first time he's gone public with various comments. We have done more in our first two years on gambling than any previous government," he told ABC radio on Monday.
"We're looking at further reforms, and we're consulting appropriately, including with caucus members."
The prime minister deflected criticism that some of the recommendations from Ms Murphy's report hadn't been acted on more than a year after it was handed down.
"What we're doing is making sure that we get these reforms right, there is such a thing as the internet, there is offshore gambling as well, which is therefore difficult to regulate," he said.
"We consult with stakeholders, that''s a good thing, that's how you get reform right, that's how you avoid unintended consequences."
It comes as independent MP Zoe Daniel launched a fresh push in federal parliament for a blanket ban on gambling ads.
Introducing a private member's bill on Monday, she said moves to ban ads were a once-in-a-generation moment.
"The government looks likely to pay only lip service to the Murphy recommendations," she told parliament.
"Do not fail our communities with half measures. Do not waste this opportunity to do the brave thing, to restore faith in government by doing what communities clearly want."
Under Ms Daniel's proposal, gambling ads would be banned on broadcast TV, streaming services and radio.
"It would see gambling ... effectively regulated and taxed and importantly, reduce the avalanche of advertising that has seen young people targeted and groomed into believing that sport and gambling are inexorably intertwined," she said.
