CANBERRA: The Australian government has proposed some limitations on gambling advertising on live sporting coverage as part of a package of media reforms.

Prime Minister Malcolm Turnbull said following a meeting in New York with President Donald Trump that "parents around Australia will be delighted when they know that during football matches, cricket matches and live sporting events before 8: 30 p.m., there will be no more gambling ads."

The proposals are believed to be contained in Turnbull's budget address planned for Tuesday.

Communications Minister Mitch Fifield said the new restriction will ban gambling ads from five minutes before the start of play until five minutes after the conclusion of play or 8:30 p.m., whichever comes sooner.

"These things are also a balance between recognizing that commercial media need to have sources of revenue but at the same time we need to protect families and children," he said.

Existing exemptions for advertising that covers the racing industry and lotteries will remain.

Anti-gambling campaigner, Senator Nick Xenophon, said the measure was a good first step but didn't go far enough.

"It's not the end of the story in terms of gambling reform," he said Saturday.