Viewers of the service are set to be given the ability to “opt-out” of certain kinds of advertising as part of a suite of new customisation options announced by the broadcaster on Tuesday.

Launching as a beta functionality in March 2024, users will need to navigate to the SBS help centre where they can set their preferences for the types of advertising they want to see.

The broadcaster said viewers would be able to block wagering, alcoholic beverages and quick service restaurant ads, with advertising from other companies taking their place when streaming content.

In a submission to the Senate inquiry into online gambling and its impacts on problem gamblers, SBS revealed that betting ads accounted for about 4 per cent of comments and complaints lodged with the broadcaster.

SBS Media’s National Manager, Operations and Commercial Product, Lee Callagher called the plan a “win-win” for both users and advertisers as he explained the changes.

“For the first time, we are allowing users the opportunity to better control their own advertising experience by providing opt-out preferences. This ensures that brand dollars are served to the most receptive and engaged audiences,” he said.

“While SBS On Demand already serves viewers fewer ads than competing services, which can boost campaign results, we’re also introducing Solus Impact, a product that eliminates all but one sponsored ad in a show, providing an uninterrupted viewing experience and unrivalled brand recall.

“This is a win-win for brands and viewers.”

The move to allow users to opt-out of viewing gambling ads comes amid speculation the Albanese government will look to launch a crackdown on such advertising in the coming months.

Communications Minister Michelle Rowland may announce restrictions on betting ads for TV and streaming as soon as the end of the year, following serious consultations with a number of industries.

Ms Rowland has held talks with executives from the gambling and television industries, as well as with major sports leagues in a bid to come to an agreement over some form of opt-out provision.

It is not immediately clear how advertisers will respond to SBS’s plans, but Mr Callagher insisted the broadcaster was also introducing new tools to measure the impact of campaigns that would ensure it would remain “a partner of choice for many brands.”

SBS is partially funded by revenue from advertising and commercial activities, with the government also providing a base level of revenue.

The broadcaster generated $173 million from advertising, sponsorship and client services in the last financial year.

Managing director James Taylor told the Australian about “about 3 per cent of our advertising revenue” came from betting ads, meaning the decision to allow users to opt-out could have a “meaningful” impact on income.