Gambling minister Baroness Twycross, speaking at the GambleAware conference in London on Wednesday, did not go as far as talking about a ban on gambling advertising in Britain, which has been called for by campaigners.

However, she did tell the audience that the issue of what was appropriate in terms of "messaging and volume of ads" needed to be examined and said industry ownership of safer gambling messaging was "not sustainable in the long term".

The previous government's white paper left advertising largely untouched, although the Premier League announced a voluntary ban on front-of-shirt gambling sponsorship, while governing bodies including the BHA signed up to a cross-sport code of practice.

The importance of the issue to horseracing has been highlighted by the restrictions placed on gambling advertising by recent legislation in Ireland which has threatened television coverage of the sport.

Twycross said there was concern about the volume of gambling advertising, especially around the sport, and children's exposure to it.

She added: "It's my expectation that industry can and should do more to work together with sport, with each other and with us to ensure that gambling advertising and sponsorship is appropriate, responsible and does not exacerbate harm.

"Gambling operators may feel that their own messaging and volume of ads are appropriate but the issue of what is appropriate needs to be looked at in aggregate, not operator by operator alone.

"I do not stand here to tell you what the volume must be but I do expect industry to take the initiative on this by working with sporting bodies, with academics and harm prevention experts."

Twycross said she was eager to see improvements made to safer gambling messaging.

She added: "Industry ownership of safer gambling messaging is not sustainable in the long term. That is why we are working with the Department of Health and Social Care and the Gambling Commission to develop a new approach to messaging.

"I believe this is a sensible and proportionate request of industry. I am really grateful for the engagement so far from the Betting and Gaming Council [BGC] but I do expect to see further action on advertising and will be meeting them in the new year to discuss."

There were some positive messages for both the gambling industry and horseracing in the minister's speech. While recognising that gambling could be harmful for some she also pointed out benefits including "the fun that can be had from a flutter on the horses".

She added: "For me and the government it is about balance, enabling an environment that allows those who want to gamble to do so safely. An environment that recognises the social and economic value the sector can bring but also an environment that ensures the vulnerable and those at risk of harm are much better protected."

Twycross has also recently spoken to the BHA and BGC about the renewal of talks over levy reform.

She said: "I believe it is possible to have an industry that is growing and that is safer for consumers. It is for this very reason that I have said to both the gambling and horseracing industries that I would like them to work together to come up with proposals that are win-win and I am really grateful for their work in this area."

BGC chief executive Grainne Hurst welcomed the minister's speech and her recognition of the "significant social and economic value our sector brings to the UK".

She added: “We also welcome her commitment to work with industry to ensure any regulatory interventions are evidence-led and proportionate, ensuring the vast majority who bet safely can continue doing so while providing the right protections for the small minority who are vulnerable to harm.

“The BGC also notes the minister’s comments on advertising, which recognises the complex nature and multiple stakeholders engaged in this field. That includes operators, sports bodies and broadcasters. We look forward to meeting with the minister to discuss these issues further in the new year."