SBS Makes History by Allowing Players to Block Gambling Ads

SBS, an Australian hybrid-funded public service broadcaster, has made history by becoming the first broadcaster in the world to allow viewers to block gambling ads.

SBS Becomes the First Broadcaster to Allow Users to Block Certain Ads

As part of its Environmental & Social Governance strategy, SBS introduced options for customers to personalize the ads they see and opt out of certain categories. With gambling as one of these categories, viewers will be able to stop all gambling ads.

This revolutionary decision comes amid serious concerns about Australia’s problem gambling rates and the impact gambling advertising is having on the minds of younger people. To make matters worse, sports betting has ingrained itself into the sports sector, making encountering gambling ads almost impossible.

However, SBS has now taken steps toward reducing the ads people are exposed to. This unprecedented decision highlights the broadcaster’s incredible social responsibility commitment and is in line with its overall initiatives, which have also included becoming Australia’s first zero-emissions media platform and reducing the gender pay gap to the utmost.

Former SBS Chair Praises the Progress

George Savvides, SBS’s former chair, who retired a few months ago, was very happy with the broadcaster’s latest improvements. He said that he feels very proud to have steered the company in that direction and to see the fruit of his efforts to reduce harm and cement SBS as a socially responsible business.

Savvides, who was still around when the new system was being trialed, said that it had led to a staggering 45% reduction in advertising complaints.

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.

George Savvides

Speaking of which, Savvides suggested that more broadcasters should adopt the same approach, rather than bombarding viewers with hours of gambling ads. He pointed out that recent studies show that underage players had gambled over AUD 18 million in 2024 alone, which highlights the importance of reducing the prevalence of gambling ads and young people’s exposure to gambling content.

Savvides regretted the fact that everyone recognizes the dangers of tobacco, but not everyone acknowledges the dangers of gambling and addiction.

Savvides added that the multi-partisan support for a gambling ads ban seems like a “logical place to start” Australia’s path to recovery.