The government and sporting code are now facing growing calls to reform laws around gambling ads following the release of a report by a federal parliamentary committee providing 31 recommendations.

Among the suggestions was a gradual winding back of gambling ads over a period of three years before they are totally banned.

AFLFA President Ron Issko told SkyNews.com.au supporters have become fed up with gambling companies infiltrating their homes and stadiums on match days.

“It’s not just one specific part or the other it’s the fact that you sit there as a fan and wherever you look radio, TV, at the ground, on your phone it’s everywhere,” he said.

“It’s become normalised that kids think footy and gambling are one and the same they think that when you barrack for a team you also should be betting because it’s everywhere and everyone does it.

“That’s the thing people want to stop so that if you want to gamble you’ve got to go somewhere and gamble rather than sitting there and having it in your face.

“We’re not saying get rid of gambling, we’re saying stop the advertising, stop bombarding us, stop grooming our kids to be future gamblers and stop inundating us and stop normalising it.”

A survey conducted by the AFL Fans Association with 3,000 fans earlier this year found 76 per cent were in support a blanket ban on gambling ads on TV and radio while 79 per cent wanted to see the ads banned from stadiums.

The AFLFA understands an immediate ban on gambling ads is not possible due to multi-year deals some clubs and the AFL may be tied up in but has suggested a gradual winding back of the commercials.

Mr Issko said immediate intervention could help improve a major complaint from the AFLFA which is children being exposed to gambling while watching their favourite teams.

“Overnight the most realistic thing will be limit the number of gambling ads so that kids aren’t exposed to it,” he said.

“That would be putting them on later, not as many and that would be the only realistic thing you could do overnight.”

In a report released by the Australian Institute of Family Studies, Dr Rebecca Jenkinson, Executive Manager of the Australian Gambling Research Centre, said betting was ruining sport for many families.

“Betting advertising is eroding Australia’s love of sport, which has been a part of our national identity for many years,” she said.

“We’re now seeing a significant level of concern about the relationship between gambling companies, Australian sporting teams and sports coverage.”

Gambling companies provide the AFL with funding that is filtered from the top level down into local grassroots competitions.

The organisation receives sponsorship money plus a cut of gambling turnover on its matches which Mr Issko suggested could be between “$30-$40 million a year”.

Fans have suggested several avenues for the AFL to fill the funding gap left by gambling companies if their sponsorships were outlawed.

“The ideas from fans are cut costs at AFL House, we survived with tobacco ads being banned when the cries were what are we going to do but they seemed to survive,” he said.

“If they (the AFL) speak to some large organisations that aren’t currently sponsoring them now and I’m sure they’d be happy to have front and centre sponsorship with the AFL.

“There are solutions, it’s a matter of are you willing to work towards those solutions or are you just going to say, ‘no we can’t do anything about it’ and I think there needs to be pressure on the AFL to start talking about solutions.”

AFL CEO Gillon McLachlan has warned a sudden ban on gambling ads could hurt the game and called for a measured approach.

Responsible Wagering Australia also acknowledged there was a “growing desire” to see fewer gambling ads but pointed to the funding the industry injects into Australian sport.

“Implementing blanket bans would be an extreme overreach that would rip hundreds of millions of dollars out of broadcasters and sports,” RWA CEO Kai Cantwell told Skynews.com.au.

“Money that flows into regional broadcasting, sport integrity programs, keeping sport cheap and free to participate in and keeping sport and Australian content on free-to-air TV.”

Mr Cantwell added blanket bans on advertising and inducements can “often prove ineffective” in addressing problem gambling with many punters turning to “illegal offshore markets”.

RWA has pledged to work with the government to “develop sensible and measured reform” across all advertising platforms which will strengthen consumer protections and ensure young and vulnerable people are not exposed to ads.