SBS Makes History by Allowing Players to Block Gambling Ads
Summary
SBS, Australia’s hybrid-funded public broadcaster, has become the first broadcaster globally to let viewers block gambling adverts on its on-demand service. The change is part of SBS’s Environmental & Social Governance (ESG) drive and lets users opt out of specific ad categories, including gambling. Trials reportedly cut advertising complaints by 45% and the initiative has been made permanent on SBS On Demand.
Key Points
- SBS now offers users the option to block gambling ads on its on-demand platform.
- The move is part of SBS’s wider ESG strategy, which also includes environmental and workplace initiatives.
- A trial of the opt-out feature led to a reported 45% drop in advertising complaints.
- Former SBS chair George Savvides praised the policy and urged other broadcasters to follow suit.
- The change responds to concerns about problem gambling and young people’s exposure to betting advertising; studies cited show underage players lost over AUD 18 million in 2024.
Content Summary
SBS has introduced ad personalisation controls that allow viewers to opt out of categories such as gambling, making it the first broadcaster in the world to offer this specific protection. The decision is presented as a public-interest measure addressing rising problem gambling rates and the near-ubiquity of sports-betting ads in sport.
Former chair George Savvides — who retired recently — welcomed the permanent rollout after the trial and highlighted the social-responsibility rationale behind the change. He argued that if tobacco advertising is widely recognised as harmful, gambling deserves similar scrutiny and restraint.
Context and Relevance
This initiative sits within growing global debate over gambling advertising, youth exposure and harm reduction. Regulators and advocacy groups have increasingly pressured media and operators to limit gambling marketing; SBS’s step could accelerate similar policies by other broadcasters and influence regulatory conversations. For public-health and media-watch audiences, it’s a noteworthy example of a broadcaster directly giving viewers control to reduce harm.
Why should I read this?
Because SBS actually did the thing most people keep talking about — it gave viewers a button to stop seeing gambling ads. If you care about media responsibility, reducing youth exposure, or industry trends that might force advertisers to change tack, this is a neat, practical development worth a quick read.
Author style
Punchy: the story is short, clear and important — a genuine first that could change how broadcasters handle harmful ads. If you work in media, regulation, public health or gambling policy, the detail here matters; otherwise, consider it a useful heads-up about a shift in how audiences can control ad content.