More than three years after a national report on gambling reforms, the federal government has unveiled its plan: gambling ads will be banned from sports stadiums or players' uniforms, and heavily restricted on TV, radio and online platforms.

While the Prime Minister has described it as "the most significant reform on gambling ever implemented", advocates say it falls well short of what's needed to stop millions of dollars flowing out of people's wallets and into gambling company coffers.

And recent research shows gambling companies are targeting new markets, including women, with promotions through social media. Experts are concerned partial ad bans won't stem the tide of problem gambling, and could actually make things worse.