The federal government is seeking support in the Senate to pass changes to gambling laws that would include a limit of no more than three betting ads per hour on free-to-air television between 6am and 8.30pm.
But the coalition, Greens and other crossbenchers in the Senate say the changes do not go far enough to reduce gambling harms, meaning they are unlikely to pass without an overhaul.
Greens leader Larissa Waters said the wheels were falling off the legislation and urged Labor to heed calls from the public.
"This government is saying, 'oh no - we better balance the needs of these gambling companies'. Well, I call bullshit on that," Senator Waters told reporters in Brisbane on Friday.
"Do the right thing, get out of the way and actually write some laws that protect people.
"That surely is your job as the government."
Senator Waters pointed to reports the Labor Party had received more than $4 million in donations from the gambling lobby since 2020.
"One wonders if that's not why their bill is so weak," she said.
The coalition was open to collaborating with the government, Deputy Liberal leader Jane Hume reiterated.
"It's not an easy task, I will pay you that, but the government has been sitting on their hands for way too long," she said.
Senator Hume flagged particular concern with the level of inducements and any loopholes that could ease existing gambling advertising restrictions.
Independent senator David Pocock said he was working with fellow crossbenchers to put forward amendments.
"Every non-government senator thinks that this bill is not strong enough," he told ABC Radio.
"It's not going to protect young Australians. It's not going to stop the normalisation of gambling."
Some Labor backbenchers joined the push for changes to the gambling laws.
Canberra MP Alicia Payne is advocating for the "strongest possible action" on gambling harm and voiced support for changes that could give people the option not to see gambling ads at all.
"I would be very supportive of that, but I don't want to walk away from legislation that is making significant steps in the right direction," she told ABC News.
"I have seen firsthand what gambling harm is like. And I think when you've seen someone that you love trying to help themselves, trying to just escape from that constant invitation to keep gambling, that they should be ... supported to do that."
Ms Payne said the proposed laws still had merit, citing measures to remove advertising from stadiums and jerseys and reduce the overall number of ads on television.
Senior government ministers insist the right balance has been struck on the contentious reforms.
The government was working with other parties and getting the reforms right was complex, Deputy Prime Minister Richard Marles said.
"It's also an area where you need to strike a balance and we believe we've done that," he told ABC Radio on Friday.
"We're not saying that people should not be able to engage in betting, but there needs to be a balance, and it's important."
Mr Marles said the gambling laws were the strongest brought before parliament.
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