Reducing the number of sports betting ads that can be screened on television per hour, and limiting the periods during which they can be shown, would be more popular than a blanket ban, new polling shows.

In findings that will give succour to the government, which is resisting a blanket ban, the latest The Australian Financial Review/Freshwater Strategy poll shows limiting sports betting ads to two every hour until 10pm, with a ban during children’s programming and live sport, is the most preferred initiative.