The federal government is due to respond to a parliamentary inquiry into online gambling.

Last year the inquiry, led by the late Labor MP Peta Murphy, recommended phasing out gambling advertising over three years leading to a total ban.

But there are reports the government will stop at a partial ban. This could take gambling off social media and stop ads from airing within an hour (before and after) sporting matches.

How effective would a partial ban be? History shows it may not be enough.

Advertising is one way industries normalise harmful commodities such as gambling. They also use marketing, such as sponsorships, celebrity endorsements and charitable donations.

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