World-first opt-out function to become a full feature on SBS On Demand – National broadcaster SBS has announced it will move its trial of an opt-out functionality in certain categories of advertising into a fully-fledged 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 elect to exclude themselves from certain categories of advertising, specifically wagering, alcoholic beverages and quick service restaurants (QSR).
Making the announcement at the SBS 2026 Upfronts, Acting SBS Managing Director Jane Palfreyman told the room:
“At SBS we have always put a world-class advertising experience alongside a world-class consumer experience. 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 in the space as an example of the power of self-regulation.
Commenting on the successful beta test of the opt-out and its integration into the platform, Palfreyman said:
“At SBS, we are very proud to have led the industry in driving responsible advertising and meeting audience expectations. 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.”
Media Release – SBS
TV Central SBS content HERE
World-first opt-out function to become a full feature on SBS On Demand
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