SBS Leads the Way by Enabling Viewers to Block Gambling Advertisements
SBS Pioneers Gambling Ad Blocking for Viewers
SBS, Australia’s hybrid-funded public broadcaster, has taken a groundbreaking step by becoming the first broadcaster globally to allow its audience to block gambling advertisements.
New Ad Personalization Features Introduced by SBS
As part of its Environmental and Social Governance (ESG) initiatives, SBS has rolled out new features enabling viewers to customize the ads they see, including the option to opt out of specific categories such as gambling. This means that viewers can now avoid exposure to all gambling-related advertisements.
This initiative addresses growing concerns about the high rates of problem gambling in Australia and the significant impact of gambling ads, especially on younger audiences. The widespread presence of sports betting within the sports industry has made it incredibly difficult to avoid gambling promotions. With this new option, SBS is actively reducing the amount of gambling advertising its viewers encounter.
This move demonstrates SBS’s strong commitment to social responsibility, aligning with other progressive efforts such as its status as Australia’s first zero-emissions media platform and its dedication to closing the gender pay gap.
Positive Feedback from Former SBS Chair George Savvides
George Savvides, who recently stepped down as SBS chair, has expressed great pride in these advancements. He highlighted his role in guiding SBS towards this socially responsible direction and noted the significant impact it has had in minimizing harm.
During the trial phase of this ad-blocking system, SBS observed a remarkable 45% decrease in advertising-related complaints, a statistic that Savvides found particularly encouraging.
He stated, “I am extremely pleased now to see that SBS has moved to make this opt-out trial feature a permanent element of SBS On Demand. In my mind, there is absolutely no reason commercial broadcasters should not follow suit.”
Savvides also urged other broadcasters to adopt similar measures rather than overwhelming audiences with gambling advertisements. He referenced studies indicating that minors had wagered over AUD 18 million in 2024 alone, underscoring the urgent need to limit young people’s exposure to gambling promotions.
He lamented that while the risks associated with tobacco are widely acknowledged, the dangers of gambling addiction are often underestimated.
Finally, Savvides suggested that bipartisan support for banning gambling advertisements could be a sensible starting point for Australia’s recovery efforts regarding gambling-related harm.
