Sun International Launches Responsible Gambling Charter with Ad Curbs
The South African operator has committed to restricting advertising to minors and dedicating 10% of ad content to safer gambling messages, as regulators welcome industry initiative amidst a review of gambling laws and the growth of online betting.
- Sun International has launched a charter pledging to keep gambling adverts away from children and dedicate 10% of advertising content to safer gambling.
- The operator will enhance player protection through tools like gambling limits and self-exclusion, with plans to introduce AI-based problem gambling detection from 2027.
- The initiative was welcomed by Gauteng and National Gambling Board officials, who highlighted the need for oversight as online betting grows.
Sun International has unveiled a new responsible gambling charter, committing the company to a series of measures aimed at protecting players and restricting advertising exposure to young people. The charter was launched by CEO Ulrik Bengtsson at an event in Sandton on Tuesday.
Advertising and Player Protection
A key component of the charter is a vow to prevent gambling advertisements from reaching children. The company will avoid placing adverts on television, radio, and other channels where children are the target audience, or during programming where the majority of viewers are underage. Sun International has also committed to allocating 10% of its gambling advertising content to responsible gambling messages and safer gambling campaigns. Additionally, the operator has introduced voluntary advertising restrictions between the hours of 6am and 8am, and from noon until 6pm.
The charter formalises the company’s commitment to making support tools more accessible for players. Sun International will provide options for gambling limits, reality checks, cooling-off periods, self-assessment tools, and self-exclusion. The company also announced plans to introduce artificial intelligence-supported tools starting in 2027, which will be used to help staff identify individuals who may be developing gambling-related problems.
Regulatory Context and Response
The initiative was welcomed by Vuyiswa Ramokgopa, the Gauteng economic development MEC. She acknowledged the voluntary restrictions on advertising during certain hours as a positive step. It was noted that the Gauteng Gambling Board will continue its mandate to license operators, monitor their activities, and enforce compliance within the province.
The launch comes as both provincial and national governments are reassessing gambling laws. The provincial government is currently reviewing existing gambling legislation, while the national government is working on a broader regulatory framework for the sector.
Acting National Gambling Board CEO Lungile Dukwana addressed the changing market dynamics, stating that the expansion of online betting has made gambling more accessible and increased the need for stronger protection for players.
The growth of online betting had made gambling more accessible and increased the need for stronger protection for players.
Dukwana’s comments are supported by recent market data. A GeoPoll Betting in Africa 2026 report indicated that approximately 95% of active gamblers across major African markets, including South Africa, were using mobile devices to place their wagers, highlighting the shift towards more accessible forms of betting.
