SBS will let users of its On Demand streaming service to block ads fromgambling companies, in a move which other major providers may soon replicate.

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.