OPINION: Finally SBS Offers A Practical Solution To The Age-Old Gambling/Alcohol/Junk Food Ads Dilemma
When faced with the age-old question of whether the advertising industry should ban ads for things that, frankly, aren’t good for us, we all have a tendency to fall down a philosophical rabbit hole that could see us lost for hours, if not days.
It goes something like this: a very well-meaning idealistic individual (the FPs amongst us if you know your Myers Briggs) will loudly declare that we must ban gambling and other ads because they make money out of vulnerable people and fundamentally worsen us as a species. Or, in the words of Helen Lovejoy – “won’t someone please think of the children!”
This is where the libertarians loudly step out of the woodwork, indignant that anyone would limit their freedom, even if it’s for their own good. Whether they choose to gamble, drink, do hard drugs or put knives in toasters is firmly their business they declare, and to be honest, they have a point. I personally value the freedom I’ve had to make many, many bad decisions in my life. Afterall, they were my decisions to make and I’ve learnt from them.
Now we could talk about whether free will trumps societal good until the cows come home (or the oats, for the sustainable milk drinkers amongst us) but (to be meta about it) this debate does no one much good.
Plus, unless you have the luxury of being an Ancient Greek philosopher, it’s likely that you have deadlines and goals to meet that will come around before judgement day and/or the end of time, so a more immediate solution to whether we should ban certain ads is needed.
This is why SBS’s solution to banning certain ads on their on-demand platform is so welcome (for those of you who have missed it, in their upfronts yesterday that announced that they will be giving viewers the chance to opt out/significantly reduce gambling, alcohol and quick service restaurants if they choose to).
Now on the surface of it, this solution is painfully obvious. It is sort of like them dating TikToks that go into detail about what men or women like, when in reality, the best solution is always just to ask the individual you are dating.
However the fact SBS has actually done it, and also got endorsement from brands such as Endeavour Group and Tabcorp, is where the genius lies.
Steering clear of the philosophical rabbit hole, SBS has pointed out the obvious truth that actually works in favour of brands rather than against them – spending money to reach people who are never going to buy your services is a waste of money.
I mean let’s look at it this way – someone who is going to go to the effort of contacting SBS to have the adverts removed really doesn’t want to see them.
This may be because they don’t gamble, drink or eat fast food so therefore seeing the ads and brands paying for the ads is a waste of everyone’s time.
It could also be that they are from a religious or cultural background where some or all of these things are frowned upon and therefore SBS undoes a lot of its work to be inclusive by throwing these ads down their throats. Once again, it is within the interest of these brands to not impose themselves on people who have fixed negative beliefs around them.
Or lastly, and perhaps most importantly, the person may not want to see these ads because they are suffering from alcoholism, gambling addiction and/or a food disorder. Whether someone struggling with any of these issues wants to change is their choice, but if they are CHOOSING to opt out of ads that show these things then that strongly implies they are trying to change and the advertising industry should respect that.
In the age where brands are increasingly held accountable for how they treat consumers, targeting vulnerable people, struggling from addiction, who are actively trying to change isn’t the best look.
Not to mention the issue of ad efficiency – not spending money on people they will never be customers gives brands more money to spend on those who already are.
In a world where there is increasing social and regulatory pressure to limit ads that show alcohol, gambling and/or junk food – introducing an element of consumer choice and consent may be better for everyone in the long run.
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.