Rugby League great Steve Ella and AFL legend Mick Malthouse are among those launching the End Alcohol Advertising in Sport campaign.

Fans watching the NRL Grand Final were exposed to 376 instances of alcohol advertising during the broadcast, while AFL fans experienced 120 instances of alcohol advertising.

The former Parramatta Eels star tells Ben Fordham it’s got to stop.

“Kids are receptive to advertising, that’s why advertisers do it.

“The evidence actually shows the younger they’re exposed to it, the earlier they take up drinking and the more they actually drink.”