The federal government has informed anti-gambling groups that it hopes to ban the electronic sideline advertisements commonly seen in AFL and NRL games to appease the Labor backbenchers and halt all gambling promotions.
While this move is far from a complete ban on gambling advertisements, it will end what activist Tim Costello has called the "particularly aggressive" high-profile digital messages issued by online sports betting companies.
Communications Minister Michelle Rowland is also considering an option to mandate the removal of gambling company logos from jerseys and uniforms.
It is understood that both measures require the consent of state and territory governments.
Ms. Rowland's office has declined to comment on the government's reforms, including whether they will be announced to the Labor caucus as early as today on Melbourne Cup Day.
The long-awaited gambling reforms have put the federal government in a conflict with wealthy gambling companies, financially strapped free-to-air sports broadcasters, and even some coalition MPs who want a complete ban on advertising, as well as Labor backbenchers.
"They are being very cautious about it," a Labor backbencher told ABC when discussing the government's plans.
Tim Costello, chief advocate of the Gambling Reform Alliance, told the Australian Broadcasting Corporation (ABC) that he believes the Prime Minister is the main reason the government did not adopt all the recommendations of the parliamentary inquiry led by the late Peta Murphy.
He said that Rowland "is now fighting for a ban on signage and jerseys." "She is aware of the risks of luring children."
"I do think Michelle has been trying to implement all the contents of the Murphy report. I suspect the problem is not with her, but with her superiors."
Costello stated that the proposed bans on electronic advertisements in stadiums and on jerseys are "indeed necessary," but not sufficient.
"If you want to protect children, you must ban it completely," he said.
"Every advertisement affects their potential to become gamblers."
