Gunnai, Gunditjmara and Djab Wurrung senator Lidia Thorpe has urged the federal government to ban gambling ads "if they are serious" about addressing disadvantage for First Peoples.

On Monday the independent senator for Victoria said the government must follow through and implement a total ban on gambling advertising, pointing out that "anything less would contradict Labor's stated commitment to closing the gap".

Senator Thorpe noted that Victoria's Aboriginal Community Controlled Health Organisation estimates First Peoples are 10-20 times more likely to be impacted by gambling harm, and that the National Aboriginal Community Controlled Health Organisation says all forms of gambling entrench already existing poverty among First Peoples.

"Gambling harm disproportionately impacts First Peoples in this country. It's critical that the government listens to First Peoples on this issue, and not just big betting corporations and media moguls," Senator Thorpe said.

"We've recently seen the Prime Minister and the Indigenous Australians minister talking about how they want to prioritise economic empowerment for First Peoples. But how can they be serious about that while giving this industry free reign to destroy more people's lives?

"They know about the links between gambling and suicide, domestic violence, substance misuse, homelessness, neglect of children, and how gambling can be a driver of property theft offenses. The list goes on."

Senator Thorpe said the government needs to walk the walk on tackling disadvantage.

"Labor talks about wanting to take practical actions to close the gap, but when they have a clear opportunity to address some of those issues, they go with what their corporate mates want, not with what will actually help people. This is how Labor operates, and then they act surprised when they see their closing the gap targets getting worse," she said.

"It's hypocritical and weak. I want to see Labor have some conviction on this and do the right thing for First Peoples and the broader community.

"We need to see a total ban on these harmful ads".

A spokesperson for the federal government told National Indigenous Times the government "takes seriously our responsibility to protect Australians – particularly children and young people – from the harms of online gambling".

"Since coming to government Minister Rishworth and Minister Rowland have progressed and delivered the most significant online gambling harm reduction initiatives in the last decade, including: Implementing monthly activity statements so Australians who gamble online can clearly see their wins and losses each month; Requiring all staff who work in online gambling companies to have appropriate training to create a culture of safer gambling; Introducing new evidence-based taglines with stronger messages about the risks and harms of online gambling; Passing legislation to ban the use of credit cards because you shouldn't be betting with money you don't have; Launching BetStop the national self-exclusion register, with more than 27,000 people signed up so far; Mandating pre-verification, to prevent children and people who have self-excluded to place an online bet; Committing to mandatory, minimum classifications for gambling-like content in computer games, to be in place next month," the spokesperson said.

"We have implemented all measures under the National Consumer Protection Framework and are working diligently through the 31 recommendations of the Murphy inquiry into online gambling, of which banning advertising is one recommendation."