Key Moments:
- SBS has confirmed that a gambling ad block option will become a permanent feature on SBS On Demand in 2026.
- Complaints about gambling ads decreased by approximately 50 percent during the 2024 trial period.
- Industry advocacy groups and former SBS leadership welcomed the move, encouraging similar actions from other broadcasters.
User Control Over Advertising
Special Broadcasting Service (SBS), Australia’s public service broadcaster, has announced plans to introduce a permanent feature allowing users to block gambling advertisements on its SBS On Demand platform starting in 2026. After a feature trial in 2024 that resulted in nearly 50 percent fewer complaints, SBS decided to implement this option for all users to enhance control over their advertising experience.
SBS caters to audiences with multicultural programming and operates with both public service and commercial objectives. This initiative will provide all users with the flexibility to block gambling ads, promoting more tailored ad experiences and greater autonomy for viewers.
Concerns Surrounding Gambling Promotions
Gambling, including poker machines and online betting, is a widespread activity in Australia. With sports betting now regularly featured during live sports broadcasts, a growing number of viewers have expressed concern, especially regarding the exposure of younger audiences to gambling advertisements.
Research has indicated that early exposure to gambling promotions is associated with a higher probability of starting to gamble at a young age and an increased risk of developing gambling-related problems later. The ability to block these ads is expected to mitigate such risks and contribute to healthier viewing habits.
Technology And Social Impact
SBS leverages ad-insertion technology to allow viewers to opt out of gambling ads, replacing these with alternative content when the feature is activated. Users can adjust their advertisement preferences directly within the SBS On Demand platform. SBS, which operates as the first Australian media outlet committed to zero emissions, also reports the lowest gender pay gap in the sector and has prioritized inclusivity and social responsibility. This latest initiative aligns with its commitment to providing viewer choice and maintaining ad revenue streams.
𝗦𝗕𝗦 𝗺𝗮𝗸𝗲𝘀 𝗴𝗮𝗺𝗯𝗹𝗶𝗻𝗴 𝗮𝗱 𝗼𝗽𝘁-𝗼𝘂𝘁 𝗽𝗲𝗿𝗺𝗮𝗻𝗲𝗻𝘁 – 𝗽𝗿𝗲𝘀𝘀𝘂𝗿𝗲 𝗯𝘂𝗶𝗹𝗱𝘀 𝗼𝗻 𝗼𝘁𝗵𝗲𝗿 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝗲𝗿𝘀
Public Broadcaster SBS has become the first broadcaster globally to allow viewers of its streaming service to opt out of certain adve pic.twitter.com/7vYDLREYjs
— Alliance for Gambling Reform (@ReformGambling) September 23, 2025
Industry Response And Potential Ripple Effects
During the trials, feedback from both viewers and advocacy organizations such as the Alliance for Gambling Reform was largely positive. Former SBS Chair George Savvides cited a 45 percent reduction in complaints and emphasized, “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.”
Industry analysts suggest this move could inspire other broadcasters in Australia to adopt similar practices. As commercial counterparts heavily depend on gambling ad revenue, this change may influence their future strategies.
Implications For Policy And Future Advertisements
Reducing the prevalence of gambling ads may contribute to less risky behavior, particularly among youth. SBS’s direction could encourage other stations and potentially impact ongoing regulatory discussions. The Australian government may pursue stricter advertising policies if the industry does not implement reforms independently. These advances in ad-control technology could eventually be applied beyond gambling, enabling viewers to block ads for products like payday loans or alcohol, thus supporting public health.
| Year | Trial Outcome | Permanence Status |
|---|---|---|
| 2024 | Approximately 50% drop in complaints during gambling ad block trial | Trial phase |
| 2026 | Permanent gambling ad block feature on SBS On Demand | Fully implemented |
- Author
Daniel Williams
