Australia Responds to Murphy Report With Online Keno Ban and Gambling Ads Restrictions

Australia has announced major gambling reforms that will reshape how wagering is advertised and how online lottery products are offered. 

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The measures form the government’s official response to the parliamentary inquiry led by the late Peta Murphy, whose work on gambling harm became a defining part of her legacy before her death in 2023.

These reforms directly answer the House of Representatives Standing Committee’s report “You win some, you lose more”, which drew on 161 submissions, 26 exhibits, and 13 public hearings. The inquiry, often referred to as the Murphy’s Law inquiry, highlighted the scale of gambling harm in Australia.

The new rules include a ban on online keno, tighter rules on advertising during live sport and in sports venues, stronger enforcement against illegal gambling services, and expanded financial counseling support. 

They are scheduled to take effect from January 2027 through amendments to the Interactive Gambling Act 2001 and have received heavy criticism from political rivals who argue that the long-awaited rules are boring and weak.

Heavy restrictions on gambling advertising

One of the most visible changes is the restriction on wagering advertising, which was previously announced. Ads will be banned during live sport between 6:00 am and 8:30 pm, including five minutes before and after play.

They will also disappear from sports venues and uniforms, ending long‑standing sponsorship deals once current contracts expire. Broadcast television will face a cap of three ads per hour in the same time window, while radio will be prohibited from running wagering ads during school drop‑off and pick‑up times.

Online platforms must adopt “triple lock” protections, requiring users to be signed in, over 18, and given the option to opt out before any gambling ads appear. These rules are aimed at reducing exposure among children and vulnerable groups.

Online lotteries and the keno ban

The government has moved to close regulatory gaps around online lottery products. Online keno, which allows players to spend up to AU$1,000 every three minutes, will be banned entirely.

Officials said the rapid play and high‑spend nature of the game poses serious risks. Figures from Queensland Treasury showed Australians lost more than AU$32 billion on legal gambling in 2023‑24, averaging AU$1,521 per adult, the highest per capita losses in the world.

Trade promotion lotteries and foreign‑matched lotteries will also face tighter national rules to prevent operators from exploiting loopholes. The reforms distinguish these products from charity lotteries, which raise funds for causes such as medical research.

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ACMA to gain more regulatory power

The Australian Communications and Media Authority (ACMA) will gain stronger powers to block illegal gambling websites and financial transactions linked to them. This comes at a critical time with reports projecting the Australian black market to expand to A$5bn by 2029.

BetStop, the national self‑exclusion register, will be strengthened with more promotion and compliance measures after a review showed over 53,000 Australians had registered since its launch. 

Financial counseling services will be doubled, giving more people access to support when facing gambling‑related hardship. Alongside these measures, the government will roll out a public awareness campaign targeting groups most at risk, including young men, with the country said to be suffering a teenage gambling pandemic.

Critics call reform ‘cowardly and disrespectful’

The Albanese Government’s response to the Murphy report has drawn sharp criticism, with opponents accusing it of not fully taking on the inquiry’s recommendations. 

ACT Senator David Pocock led the charge, describing the move as “both cowardly and disrespectful” in a Nightly report. He argued the government avoided scrutiny by releasing its response during budget week, saying, “Cowardly because they are not willing to actually just front up on a day when journalists (are) in budget lock-up … and disrespectful because they don’t even respond to those 31 recommendations.”

Prime Minister Anthony Albanese defended the reforms, insisting they struck the right balance between adult choice and protecting young people. “They will make a meaningful difference,” he told parliament.

However, others were unconvinced. Independent MP Andrew Wilkie called the response “terrible,” while WA’s Kate Chaney dismissed it as “pathetic.” Chaney argued partial bans simply shift money around, pointing to recent failings in regulation.

She highlighted the case of Ladbrokes and Neds, where an investigation by the ACMA uncovered “more than 500 breaches of national self-exclusion rules” by parent company Entain.

The regulator found accounts were opened and bets accepted despite gamblers placing themselves on the exclusion register, with promotional messages still being sent. The company was ordered into an enforceable remediation program. Ms Chaney said the lack of fine or punishment was enough proof that the country needs a “national gambling regulator with teeth”.

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