Victorian children should be talking about their favourite teams, not the odds of that team winning, according to the state government.
And that's why sports betting ads will be banned on public transport and near schools under proposed reforms.
The reforms would see wagering advertisements banned in and near areas frequented by children, locations that are unavoidable in the public's day to day activities and where the position of the ad undermines the promotion of responsible gambling.
Gaming and Liquor Regulation Minister Marlene Kairouz says wagering-related problem gambling costs Victorians between $1.5 and $2.8 billion a year and advertising can shape attitudes and behaviour.
"The government is leading the nation, targeting insidious wagering ads which encourage Victorians most at risk to gamble," she said on Sunday.
She said the areas under review were the first step of reform and did not rule out further bans in the future.
Sporting venues are not included in the current reform proposal, nor are television or radio advertisements - which are regulated by the federal government.
The minister called for public submissions in relation to the proposed reforms.
Opposition Leader Matthew Guy says the announcement is a mark of hypocrisy for a government who cut funding to anti-gambling programs.
"You can ban as many things as you like, but if the same government is cutting those programs to deal with problem gambling you are banning one thing on one hand and aiding it with another," Mr Guy told reporters.
He said "essential" anti-gambling support and campaigns were the best way to fight the problem.
