The Albanese government is facing a backlash from within over plans to reform gambling ads, with a backbench MP calling for a full ban.

Prime Minister Anthony Albanese said the status quo on gambling ads was “unacceptable” and has vowed to ensure changes to online betting reform will be properly considered.

But, while the government considers national reforms to regulate gambling advertising, Labor backbencher Mike Freelander said it was “disgusting” a full ban was not part of the proposed legislation.

“We’re being softened up and pummelled by the gambling industry,” Freelander told the ABC on Sunday.

“The ministers who are talking are just repeating the language of the gambling lobbyists.”

A full ban was recommended by a landmark report into gambling, put forward by late Labor MP Peta Murphy.

Albanese said on Monday he respected Freelander’s work, despite having differing views on gambling measures.

“He’s a good fellow, but it’s not the first time he’s gone public with various comments. We have done more in our first two years on gambling than any previous government,” he told ABC radio on Monday.

“We’re looking at further reforms, and we’re consulting appropriately, including with caucus members.”

Albanese deflected criticism that some of the recommendations from Murphy’s report hadn’t been acted on more than a year after it was handed down.

“What we’re doing is making sure that we get these reforms right, there is such a thing as the internet, there is offshore gambling as well, which is therefore difficult to regulate,” he said.

“We consult with stakeholders, that”s a good thing, that’s how you get reform right, that’s how you avoid unintended consequences.”

Also on Monday, independent MP Zoe Daniel launched a fresh push in federal parliament for a blanket ban on gambling ads. She introduced a private member’s bill on Monday, saying proposals for a total bad were a once-in-a-generation moment.

“The government looks likely to pay only lip service to the Murphy recommendations,” she told parliament.

“Do not fail our communities with half measures. Do not waste this opportunity to do the brave thing, to restore faith in government by doing what communities clearly want.”

Under Daniel’s proposal, gambling ads would be banned on broadcast TV, streaming services and radio.

“It would see gambling … effectively regulated and taxed and importantly, reduce the avalanche of advertising that has seen young people targeted and groomed into believing that sport and gambling are inexorably intertwined,” she said.

-with AAP