A deluge of gambling ads is expected to continue this AFL season despite the promotions becoming the most common fan concern and politicians blasting them as “completely and utterly out of step” with community expectations.

Multiple gambling insiders who wished to remain anonymous have told Guardian Australia the volume of ads will remain steady despite increasing criticism, as the online wagering industry becomes more competitive and companies jostle for market share.

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Criticism of gambling ads has intensified since last year’s grand final. The volume of ads has now surpassed umpiring and rule changes as the most common fan concern, according to the AFL Fan Association’s survey of 3,000 people.

The survey found 76% of fans would support a ban on gambling advertisements on television and radio while 79% supported a ban on promotions at stadiums. It found 67% agreed AFL clubs should not receive money from pokies or gambling advertisements.

“Fans are most concerned that the bombardment of gambling advertising for their kids watching football is grooming them as future gamblers and normalising gambling,” the report said.

“Whilst there is some recognition of the need for responsible gambling and fans’ right to gamble on AFL if they wish, there is a clear consensus that the volume of gambling advertising is morally inappropriate and should be banned given the social and family impacts.”

A parliamentary inquiry launched two days before the 2022 grand final heard evidence that children can now recite gambling advertisements and identify companies by their brand colours. The chair of the inquiry, Labor MP Peta Murphy, has since cited “powerful evidence” of community harm to justify change.

Gambling figures said the industry was carefully monitoring the inquiry and they would be surprised if advertising significantly increased while it continues. Some figures, including the Tabcorp chief executive, Adam Rytenskild, now admit the ads have “gone too far”.

“The regulation framework needs to evolve because the community, rightly, will not tolerate the direction advertising and wagering promotion is heading,” Rytenskild told a gambling conference last week.

Since last year’s grand final, Queensland, New South Wales and the ACT have all supported tougher restrictions or bans on gambling advertisements while Victoria has not opposed those measures. High profile players have also refused to have their images used by gambling companies amid concerns children are beginning to think gambling is part of the sport.

An AFL spokesperson said the league’s “relationships with wagering companies allow [it] to invest in robust integrity measures to monitor wagering on our game, as well as to invest back into our game at all levels”.

“The AFL has strict restrictions surrounding the times that gambling advertising is permitted and have reduced the amount of wagering branding and signage at grounds,” they said.

The AFL’s official wagering partner, Sportsbet, reported a 6% drop in revenue last year with increasing competition cited as one factor. Since last year’s grand final, Newscorp’s Betr has launched with generous promotional offers, and Tabcorp has expanded its digital offering.

Independent MP Andrew Wilkie said tougher advertising restrictions were now inevitable. He is one of a number of federal MPs, including Nationals leader David Littleproud, who have either called for a total ban on ads or tougher restrictions.

“The AFL is completely and utterly out of step and it is beyond time for them to either get on board or get out of the way,” Wilkie said.

“Change is coming. There is such a weight of public opinion and concern that a government will be forced to act sooner or later. The community is sick of it.”

There will be one clear different when the AFL season begins on Thursday: the tagline “gamble responsibly” on ads will be replaced with one of seven new slogans including “chances are you’re about to lose”. The change is one of the first measures the Albanese government took to reduce gambling harm.