Australian public broadcaster SBS has become the first TV network worldwide to permanently allow viewers on its streaming platform, SBS On Demand, to opt out of gambling advertising. This decision follows a successful trial conducted in 2024, which resulted in a 45% reduction in complaints related to advertising. The permanent rollout, set for 2026, reflects SBS’s commitment to responsible broadcasting and aligns with its broader ESG objectives, which include achieving Australia’s first zero-emissions media platform and maintaining the sector’s lowest gender pay gap.
Former SBS chair George Savvides, who oversaw the initial trial, described the initiative as both an industry innovation and a public health measure. He emphasized that viewers benefit from lighter advertising loads while advertisers continue to reach receptive audiences, showing that responsible advertising can coexist with commercial objectives. Advocacy groups, including the Alliance for Gambling Reform, have welcomed the move and encouraged other commercial broadcasters to adopt similar measures voluntarily.
The opt-out initiative is particularly focused on protecting younger audiences who have never experienced live sports without gambling promotions. Savvides also noted the frustrations of viewers of other broadcasters, who remain exposed to high volumes of gambling advertising, especially during live sports coverage. The permanent implementation on SBS On Demand sets a precedent for global media practices, illustrating how innovation in digital broadcasting can address public concerns while maintaining advertising efficacy.
This landmark decision underscores the role of media organizations in balancing business interests with social responsibility. It also signals potential shifts in the broader regulatory landscape, as commercial networks and government bodies consider more proactive approaches to managing gambling exposure for audiences. With this rollout, SBS continues to lead by example, demonstrating how strategic policy and digital innovation can foster a safer, more responsible viewing experience for all audiences.
