Broadcaster SBS is moving its trial of an opt-out functionality in certain categories of advertising to a new feature of its streaming platform SBS On Demand.
In 2024, SBS became the first TV broadcaster in the world to allow customers to sign up to a beta trial program where they could exclude themselves from categories of advertising -- wagering, alcoholic beverages and quick service restaurants (QSR).
“At SBS we have always put a world-class advertising experience alongside a world-class consumer experience,” acting managing director Jane Palfreyman told the SBS upfront event in Sydney.
“Last year we were the first in the world to experiment with an opt-out feature, allowing consumers who wanted to exclude themselves from certain categories of advertising to do so.
“It was a win for the consumer, but importantly it was also a win for the advertiser who was not paying to reach consumers who weren’t interested in that category of advertising.
“Today I can confirm that in 2026, we’ll move the opt-out from beta, and make it a fully-fledged feature of SBS On Demand.
“At SBS, we believe that consumers need to have control of not just their viewing experience on SBS On Demand but also be able to guide their advertising experience.”
When SBS announced the original opt-out, it was endorsed by major brands s an example of the power of self-regulation
“At SBS, we are very proud to have led the industry in driving responsible advertising and meeting audience expectations,” said Palfreyman.
“In the case of wagering, advertising giving consumers an opt-out has led to a 45% decrease in complaints.
“We move into this next stage of integrating these functions into the SBS On Demand platform in consultation with our commercial partners who know and recognise this as an important societal issue.
“Ultimately, empowering audiences in this way is a win/win. Audiences have always had complete control over what they watch on SBS On Demand, but the opt-out gives them further benefit by providing greater control over the ads they see as well.
“The advertiser benefits by not paying to reach people who have no interest in their product. This is responsible advertising at its best.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.