Public Broadcaster SBS has become the first broadcaster globally to allow viewers of its streaming service to opt out of certain advertising categories – including gambling ads.
The broadcaster says the move is part of its ESG (Environmental & Social Governance) leadership which also includes its commitment to Australia’s first zero emissions media platform and gender equity with the lowest pay gap in sector.
This latest social governance initiative is a response to its Australian viewers who are concerned about the harmful impact of gambling on our young people.
A generation ago, we had tobacco advertising that saturated coverage of sporting events like cricket and football. Today gambling has wrapped itself around sport. This next generation would never have seen a live sporting event without being exposed to gambling advertising.
When asked about the decision by SBS to provide viewers the opt-out of Gambling ads, the recently retired Chair George Savvides said he was extremely proud of the move.
”I am incredibly proud that during my time as Chair of SBS, the board and CEO took our ESG governance responsibilities very seriously and after a period of digital innovation work, the SBS team introduced a trial in which viewers that streamed SBS On-Demand could opt out of certain category-specific advertising – including gambling advertising to reduce potential harm,” he said.
“This innovation resulted in SBS becoming the first TV broadcaster globally to trial the feature.”
Mr Savvides said this led to a 45% reduction in advertising complaints – which was a staggering outcome.
“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,” he said.
“I cannot imagine the level of dissatisfaction that viewers of other Australian TV networks endure as they have to sit through a significantly larger TV advertising load per hour filled with gambling advertisements surrounding live sport coverage.”
“SBS’s leadership is arguably a win – win. The viewers don’t get unwanted gambling ads, and the advertisers reach those who are willing to hear their message.”
“When I read the research by the Australia Institute that showed more than 600,000 under age teenagers (12-17) gambled more than $18 million last year, I knew there was a significant social governance issue that needed to be addressed by the board’s of Australia’s TV networks, given part of their advertising income was sourced from the gambling sector. So far, it’s only SBS that has led in this area. “
Mr Savvides said ESG governance was a shared obligation with government and regulatory stakeholders.
“Today, as a society we have no doubt that tobacco smoking amplified by advertising is a harmful, legal adult product. Government has correctly applied safeguards limiting smoking advertising to reduce the social harm. Similar safeguards or guardrails are needed for gambling advertising to protect young and vulnerable people against what has been proven to be an addictive and destructive product,” he said.
“The recommendations of a multi-partisan parliamentary inquiry that recommended, among other things, a progressive reduction in gambling ads to be phased-in over several years is a logical place to start.”
“SBS has shown the way, with a technological solution which is available to other media organisations who choose to take action and show leadership and good governance. “
The Alliance for Gambling Reform asked a number of questions of Directors at the Nine AGM last year. They asked Directors to act to protect their viewers.
Chief Advocate, Tim Costello, said the commercial networks could easily follow the lead taken by SBS. And if they did, their viewers would be vastly better off.
“No one is seeking to ban gambling but there is too much gambling advertising – too much of it is reaching our kids – and we can act to protect people,” Rev. Costello said.
About us:
The Alliance is a national advocacy organisation fighting to reduce gambling harm and to give voice to those who have been impacted by gambling.
Contact details:
Tim Costello is available for interview on 0411 633 446
Martin Thomas, CEO of the Alliance, 077 340 704