ADVERTISING live odds betting during sporting matches will be banned in South Australia following recommended changes to gambling codes of practice.

Premier Jay Weatherill today announced he had asked the Independent Gambling Authority to change gambling codes of practice to ban advertising of live odds betting in broadcast media and at sporting grounds.

The ban would not apply to online betting.

South Australia would be the first state to implement the change, which Mr Weatherill said he wanted in place before the end of the year.

He said the government would not need to change the law as the IGA already had the power to set and alter industry codes of practice.

Any organisation advertising gambling in SA must be licensed in the state and adhere to codes of practice.

The latest IGA report on gambling codes of practice, tabled in State Parliament last week, recommended banning live odds advertising in broadcast media and at sporting grounds.

Nationally, free-to-air networks have proposed their own regime of self-regulation, which would ban live odds during matches but still allow gambling ads during breaks in play.

Federal Opposition Leader Tony Abbott has said if television networks do not act before the September election, he would be prepared to legislate a ban.

Federal Communications Minister Stephen Conroy has said promotion of live betting odds during play is not allowed under a new code proposed by the Commonwealth.

Mr Weatherill said it was "staggering how much match-day broadcast time is being devoted to sports betting and live odds".

"It has become a pervasive part of the coverage," he said.

"It is of great concern to me that we will end up with a generation of children who believe gambling is a normal part of watching or even playing sport."

The announcement coincides with Responsible Gambling Awareness Week this week.

Communities and Social Inclusion Minister Tony Piccolo today launched a new campaign targeting young gamblers.

The "What are your odds?" campaign aims to highlight the reality that only few gamblers win big.

For example, gamblers are more likely to be struck by lightning than win the lottery.

"The campaign highlights some sobering statistics including that you are more likely to die from a venomous bite or sting than win top prize on the pokies," Mr Piccolo said.

"If you gamble once or more a week, the chance of developing a gambling problem is one in seven.

"If you gamble occasionally, the chances are one in 50."

State Opposition gambling spokesman Iain Evans said the state and federal governments agreed to deal with the issue in May, 2011, but the SA government had ``done nothing'' since.

Mr Evans said if SA was the only state to make the change it could cause problems with national broadcasts.

Family First MLC Dennis Hood urged the government to enshrine the ban in law, not just codes of practice.

SA Senator Nick Xenophon has had legislation before the Federal Parliament for two years to ban gambling advertisements during all G-rated broadcasts, including news and sport.

For more information visit www.whatareyourodds.com.au or phone the 24-hour Gambling Helpline on 1800 858 858.

Originally published as SA to ban live odds betting ads