SBS to Launch Beta Service with Gambling Ad Blocker

SBS, Australia's leading broadcaster, has unveiled its latest endeavor in responsible advertising. Announced during its 2024 Upfronts on October 31, the broadcaster is set to launch a beta service in the first quarter of 2024. The standout feature of this service is a gambling ad blocking option that will be integrated into its popular SBS On Demand offering. This move aims to give users more control over the content they view, especially when it comes to sensitive advertising categories.

SBS Managing Director James Taylor emphasized the network's commitment to responsible advertising, saying, "SBS already takes significant steps to ensure we are meeting the responsible advertising expectations audiences have of us." He also noted that age restrictions are in place on SBS On Demand, and certain ad categories are restricted from specific programming, particularly those dealing with sensitive topics. He further stated that SBS will leverage digital technology to grant viewers greater control over the ads they encounter. This approach benefits both the audience and advertisers by ensuring that marketing efforts reach individuals genuinely interested in their products.

Australia has been making strides in enhancing responsible gambling options for its citizens. Recently, the BetStop national self-exclusion scheme surpassed 100,000 registrations, despite launching only in August of the same year. This program allows players to self-exclude from gambling for a minimum of three months, extending to a lifetime commitment. Initial data reveals that the majority of registrations opt for lifetime exclusion, taking less than five minutes to complete.

BetStop is part of the National Consumer Protection Framework, which also introduced mandatory pre-verification requirements. These regulations now mandate operators to verify a customer's identity before they can register and start betting. Furthermore, the Australian government is actively working on legislation to ban the use of credit cards, other credit-related products, and digital currencies for online wagering.

In an effort to promote responsible gambling, Australia is also replacing the "Gamble Responsibly" tagline with evidence-based alternatives and implementing consistent training for sector staff.

In a related development, the Australian Communications and Media Authority (ACMA) released data indicating that over a million gambling adverts aired on Australian free-to-air television and metro radio in the year leading up to April 30, 2023. Licensed online gambling operators accounted for 50% of all adverts, with online gambling ads representing 51% of metro free-to-air TV ads. Lotteries and lottos contributed to the rest, with the remaining ads focused on services like on-premises gambling and racing.

This comprehensive approach aims to address the issue of excessive gambling advertising and foster responsible gambling practices within Australia. SBS's move to introduce a gambling ad blocker reflects the ongoing commitment to ensuring that the audience's well-being and interests are prioritized. Further details about this service will be revealed in the New Year, and it is expected to set a new standard for responsible advertising in the country.