SBS, the Australian public service broadcaster funded through a hybrid model, has achieved a groundbreaking feat by becoming the first broadcaster globally to enable its audience to block gambling advertisements. In line with its Environmental & Social Governance strategy, SBS has implemented a system that allows viewers to tailor the ads they see, providing an option to opt out of specific categories, including gambling.
This pioneering move is a response to escalating concerns over Australia’s high rates of problem gambling and the influence of gambling advertisements on young people. In recent years, the omnipresence of sports betting ads has significantly intertwined gambling with the sports sector, rendering exposure to such ads almost unavoidable for the average viewer.
Acknowledging this issue, SBS has sought to counteract the sheer volume of gambling advertisements people encounter. This decision underscores SBS’s commitment to social responsibility, a philosophy that extends to other initiatives such as becoming Australia’s first zero-emissions media company and making substantial progress in closing the gender pay gap.
George Savvides, the former chair of SBS, expressed his satisfaction with the broadcaster’s recent advancements. Reflecting on his tenure, he noted a deep sense of pride in having directed SBS towards these milestones, witnessing the results of efforts aimed at reducing harm and establishing the broadcaster as a socially responsible entity. Savvides, who was actively involved during the trial phase of the new advertising system, revealed that it had already resulted in a remarkable 45% decrease in advertising complaints.
The joy is palpable for Savvides, who applauded the decision to make the opt-out feature a permanent component of SBS On Demand. In his view, there is no justifiable reason for commercial broadcasters not to adopt similar measures. He emphasized that continuous exposure to gambling ads poses a risk, especially given that recent studies indicated underage gamblers spent over AUD 18 million in 2024 alone. This statistic starkly illustrates the urgent need to reduce young people’s exposure to gambling content.
Savvides lamented the widespread acknowledgment of tobacco’s dangers, contrasting it with the often-overlooked risks associated with gambling and addiction. He suggested that a multi-partisan approach to banning gambling ads could be the logical first step in addressing Australia’s gambling challenges.
However, there is another viewpoint in the industry. Some advocates for the gambling sector argue that advertising restrictions could negatively impact the market and related sports industries, which often rely on sponsorships and advertising revenue. They argue that a balance must be struck between protecting vulnerable populations and ensuring that industries like sports continue to thrive financially.
Despite these considerations, SBS’s initiative has been largely hailed as a progressive step for media companies worldwide, potentially setting a precedent for others to follow. This move signals a shift in the broadcasting landscape, where viewer welfare and corporate responsibility begin to take precedence over traditional revenue models.
Looking forward, the debate over gambling advertisement restrictions in Australia is likely to intensify. As SBS leads the charge in prioritizing the mental health and well-being of its audience, it remains to be seen how other broadcasters will respond. The success of SBS’s initiative may well encourage broader adoption of similar strategies, challenging the status quo and pushing for reforms in how gambling content is marketed and consumed.
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