Former SBS chair George Savvides has called for major changes in the way gambling advertisements are delivered on commercial television, arguing that viewers should be given the ability to block such content. Savvides, who retired from SBS in July, highlighted the potential harm of gambling advertising, describing it as an “addictive and destructive product” and urging broadcasters and the government to take stronger steps to protect audiences.
Savvides said that in the absence of stricter regulation, commercial networks should follow the example set by SBS, which introduced an opt-out feature allowing viewers to block gambling ads on its digital streaming platform in 2024. This trial has been successful, and SBS announced that it would make the feature permanent from 2026.
The call from Savvides comes amid ongoing public concern about the impact of gambling advertisements, particularly online wagering promotions, which have increased substantially in recent years. Studies have indicated that gambling ads can encourage risky behavior and create a sense of normality around gambling, particularly among younger viewers and those vulnerable to problem gambling.
The former SBS chair emphasized that while regulation is crucial, broadcasters themselves can take immediate action to reduce harm. By implementing opt-out features, networks can give audiences more control over the content they are exposed to, reducing the risk of triggering addictive behavior. Savvides suggested that commercial networks should follow SBS’s lead, arguing that such measures would demonstrate corporate responsibility while helping address a growing social problem.
Savvides also urged the Albanese government to adopt the recommendations of a parliamentary inquiry into online wagering, which has proposed a series of measures including a total ban on gambling advertising after a transition period. The inquiry highlighted the significant social and economic costs associated with gambling, noting that excessive promotion contributes to problem gambling and financial hardship for many Australians.
SBS’s decision to trial an opt-out feature for gambling advertisements has been described as a world-first. The service allowed viewers using its digital streaming platform to indicate that they did not wish to see gambling ads, effectively removing the content from their viewing experience. The permanent implementation of this feature from 2026 signals a commitment to reducing exposure to potentially harmful advertising, particularly among audiences who may be most vulnerable.
Industry experts have suggested that giving viewers more control over the advertisements they see could set a precedent for broader changes in the media landscape. Unlike traditional broadcasting, where ads are generally unavoidable, digital streaming platforms have the technical capability to personalize content and exclude certain categories of advertising. By offering an opt-out for gambling ads, SBS has demonstrated a practical application of this technology to protect audiences.
Savvides’ call for action is part of a broader discussion on the regulation of gambling advertising in Australia. In recent years, there has been mounting criticism of the pervasive presence of gambling ads during televised sporting events, on social media, and across digital platforms. Advocates for reform argue that the industry has taken advantage of gaps in regulation, reaching viewers at times and in ways that were not previously possible.
While SBS’s initiative focuses on digital streaming services, the implications for traditional broadcast television are significant. Implementing similar opt-out features across commercial networks would require collaboration with advertisers and changes to ad delivery systems, but proponents argue that the potential social benefits make such efforts worthwhile. Reducing exposure to gambling advertising could lower rates of problem gambling, protect vulnerable populations, and demonstrate a commitment to corporate social responsibility.
The parliamentary inquiry into online wagering, which Savvides has urged the government to act upon, also recommended a phased approach to implementing a total ban on gambling advertising. This would allow time for broadcasters and advertisers to adjust their business models while gradually reducing the influence of gambling promotions on audiences. The inquiry noted that countries with stricter advertising restrictions have seen declines in gambling-related harm, suggesting that policy intervention can be effective.
Savvides’ perspective reflects a growing recognition that the media industry has a role to play in addressing societal harms associated with gambling. While regulation remains essential, proactive measures by broadcasters can have an immediate impact, providing protection for viewers who might otherwise be exposed to repeated promotions of gambling products.
As SBS prepares to make the opt-out feature permanent, attention is likely to turn to whether commercial networks will adopt similar measures. Viewers, advocacy groups, and policymakers will be watching closely to see whether the industry takes steps to prioritize public welfare over advertising revenue.
The debate over gambling advertising is expected to continue, with technological advances in digital streaming offering new opportunities for audience protection. By giving viewers the power to block content they find harmful, networks can play a significant role in reducing the impact of addictive products while maintaining the commercial viability of their platforms.
Savvides’ call highlights the potential for a combination of regulation and industry-led initiatives to create a safer media environment. By adopting measures such as opt-out features and following the recommendations of parliamentary inquiries, broadcasters and the government can work together to address the social risks associated with gambling advertising, ultimately protecting vulnerable individuals and families from harm.
