Australian broadcaster SBS makes gambling ad opt-out permanent

Summary

Australia’s public broadcaster SBS will permanently let viewers of its digital streaming service opt out of certain ad categories, including gambling. Following a 2024 trial that cut advertising-related complaints by 45%, the opt-out will be rolled out across SBS On Demand from 2026 as part of the broadcaster’s broader ESG commitments. Former chair George Savvides and advocacy groups have urged commercial networks and regulators to follow suit, framing the change as both an industry innovation and a public-health measure.

Key Points

SBS is the first TV network globally to make a permanent gambling-ad opt-out for its streaming audience.
The opt-out trial in 2024 reduced advertising-related complaints by 45%.
The measure will be implemented across SBS On Demand from 2026 and is tied to the broadcaster’s ESG goals.
Former SBS chair George Savvides urged commercial broadcasters to adopt similar systems voluntarily and supported stronger regulatory action.
Advocacy groups and a recent federal parliamentary inquiry into online wagering back tougher restrictions; the government has announced preliminary steps toward tighter controls.

Context and Relevance

This move arrives amid growing scrutiny of gambling promotion, especially around live sport, and fits broader trends where media platforms take responsibility for audience harm reduction. For broadcasters, regulators and advertisers, SBS’s decision sets a practical precedent: tech and ad-delivery tools can selectively block categories without removing revenue opportunities for advertisers who target receptive viewers.

Why should I read this?

Because this is a neat bit of industry trailblazing — SBS has shown it can reduce harm without nuking ad revenue. If you work in broadcasting, advertising, regulation or public health, this story matters: it’s a live example of how platforms can give viewers control and how that may reshape ad strategies and policy debates going forward.