The Australian government has been urged to seize a once-in-a-generation opportunity to clamp down on gambling advertising, as anti-gambling advocates and public health experts await the outcome of a parliamentary inquiry that is expected to issue policy recommendations this week.

The head of the inquiry, Labor MP Peta Murphy, has already cited powerful evidence of community harm, and the recommendations are expected to call for further restrictions to gambling advertisements before and after live sport broadcasts.

That idea now has bipartisan support. The opposition leader, Peter Dutton, used his budget reply speech to lobby for change and the prime minister, Anthony Albanese, has expressed his personal dislike of the ads.

While few will miss the ads, which have led to children being able to identify companies by their brand colours, pushback from some in the industry is likely. Peak bodies have already warned of cuts to grassroots sport or to free coverage of sport if advertising revenue drops.

But community opposition to the ads has hardened since the inquiry was launched days before the 2022 AFL grand final. A recent survey of 3,000 AFL fans found gambling ads were their most common concern, with a majority supporting an outright ban. That is unlikely to happen, despite some support from some MPs across all sides of politics.

Tim Costello, a prominent anti-gambling campaigner, said “a chance of bipartisanship is possible to break the grip of the saturation gambling advertising”.

“Like tobacco advertising, which is now banned, a prohibition on gambling advertising should be the goal,” Costello said.

“Just as it is unacceptable for children to know the brands Peter Stuyvesant and Marlboro cigarettes, why should they know Sportsbet or Bet365?

“It is a terrible policy failure and Australia has per capita 20% higher online losses than others because of the tsunami of sports betting advertising.”

• Sign up for Guardian Australia’s free morning and afternoonemail newsletters for your daily news roundup

Charles Livingstone, a gambling researcher who appeared before the inquiry, said advertising should be phased out over time and the government could offer support to codes and broadcasters to ease their financial concerns.

“The overwhelming tone of submissions has been that we need to act on gambling advertising at the very least,” Livingston said. “Another thing that could be done quickly is require anyone who gambles to set a limit, that’s voluntary at this stage.”

Samantha Thomas, a gambling and health researcher at Deakin University, urged the government to consider wagering as a public health issue and increase the health department’s role.

“Anything less than a comprehensive ban on all forms of marketing will leave us with measures that still give the gambling industry scope to expose young people to its promotions,” Thomas said.

“Just like we did with tobacco, we must ensure that gambling harm prevention policies are protected from the vested interests of the gambling industry and those who profit from it.”

Shane Lucas, who leads the Victorian Responsible Gambling Foundation, said the federal government should have no doubt what many Australians want.

“The community clearly wants the commonwealth government to do more to protect children and young adults especially from constant exposure to gambling promotions,” Lucas said.

Some gambling companies accept public sentiment has shifted. Tabcorp, one of the biggest bookies that is expanding its online presence, has vowed to restrict ads even if regulation is not tightened. Others acknowledge community concern.

Campaigners believe restricting ads is one of the easiest reforms available to government. More difficult changes include the creation of a national online gambling regulator with more resources and power than state and territory alternatives.

Most online gambling companies are registered in the Northern Territory, where they receive favourable tax treatment. Many campaigners have criticised the fines imposed by this body as too low to force compliance from gambling companies.

The Albanese government has already introduced two changes in its first term: a ban on credit card use for online gambling and updated warning slogans to replace the much-criticised “gamble responsibly” catchphrase at the end of adverts.

When pressed to take further action in response to community concerns, ministers have routinely said they will wait to see what the gambling harm inquiry recommends.