The Victorian Labor government is being urged to ban gambling advertising in public places and during television prime time by some of its own MPs, in an effort to reduce the “increasingly pervasive” nature of sports betting ads.

The Labor-chaired public accounts and estimates committee on Tuesday tabled a report into gaming and liquor regulation, which also recommended the government “urge” its federal counterpart to implement a national advertising ban.

The report said sports betting was the “fastest growing form of gambling in Victoria and the fastest growing form of online gambling in Australia”, with losses exceeding more than $1.2bn annually.

At the same time, the inquiry said gambling advertising was “becoming increasingly pervasive”.