OUR SAY: How much is too much?
HOW will we know if there is too much sports betting advertising?
Watching the opening matches of the 2016 NRL season this weekend has brought home just how endless is the promotion of sports betting.
Not that rugby league is different to other sports - the promotion of gambling is everywhere in the sports world these days.
Forty years ago it was the cigarette and beer companies that used to fight to have their names linked to the coverage of sport.
Health considerations eventually ruled them out as major advertisers, although beer ads are never too far away when the big games are on.
Telecommunications companies took charge of the advertising market in the 1990s but in recent years it has been the growth of sports betting that has filled the ever-increasing gaps in play.
We might have got rid of the ubiquitous Tom Waterhouse, but he has no shortage of successors, actor Samuel L. Jackson among the most prominent.
We are either already addicted to sports betting, or there are many groups that want us to be.
So when will we know if it has all gone too far? Is there anyone out there measuring the effects of this burgeoning industry, and particularly its influence on young sports fans?