Action on gambling advertising is imminent but pressure remains on the minister to go further than flagged plans after a change in tone on the issue.
Communications Minister Michelle Rowland says she'll announce her plan to tackle gambling ads and break the link between sports and betting by the end of 2024.
No policy has been announced almost 16 months after a landmark review into gambling harms chaired by a late Labor MP provided a cornerstone recommendation to phase out online wagering ads on TV.
Alliance for Gambling Reform CEO Martin Thomas raised concern about a shift in language from the prime minister and communications minister, who point to the "vast majority" of losses coming from pokies and casinos.
"It's a little bit of 'look over here and not over here', it seems to be a distracting technique," he told AAP.
"The fastest growing area of gambling, especially among young people, is online gambling and sports betting.
"A whole new generation is getting ensnared in gambling."
The number of people gambling online had doubled in the past five years compared to a seven per cent growth in pokies use, Mr Thomas said.
"It's taken too long, we constantly live in hope we'll get a comprehensive response and not a watered down response," he said.
Ms Rowland said the federal government remains committed to cracking down on gambling harms but didn't confirm whether legislation was needed or if existing regulations would be used.
"We're looking at the most robust way in which we can make this effective and ensure that those harms are minimised," Ms Rowland told ABC TV on Friday.
"We're also working very closely to ensure that there are no unintended consequences here and it's actually effective."
Whether law changes would be needed hasn't been confirmed, but the government would be hard pressed to usher legislation through parliament with only three sitting weeks left before it rises for the year at the end of November.
With the Greens and the cross bench wanting a complete ban, and the federal government flagging only a partial ban and a cap on ads outside televised sporting events, it would be up to the coalition to play ball and help expedite the passing of any legislation without extensive negotiations.
The coalition's plan includes banning gambling ads during sports broadcasts and for an hour on either side, meaning there is common ground between the parties' policies.
National Gambling Helpline 1800 858 858
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