- Gambling adverts will be monitored across television, radio, billboards, social media, and digital platforms.
- Illegal online betting adverts and influencer marketing are now a major focus for regulators.
- New systems for referring complaints and public awareness campaigns will help strengthen consumer protection.
South Africa is tightening its oversight of gambling advertising through a new partnership between the National Gambling Board and the Advertising Regulatory Board.
The agreement comes as gambling advertising is becoming increasingly visible across television, radio, billboards, social media, and other digital platforms. Regulators say that the growth of online gambling and digital marketing has changed how betting operators reach consumers, making closer cooperation between gambling regulation and advertising standards necessary.
Gambling adverts are reaching more people than ever
The Memorandum of Understanding creates a formal framework for both organisations to work together to monitor gambling advertising and respond to adverts that do not comply with advertising standards.
It also establishes referral mechanisms for complaints, making it easier to direct matters involving gambling advertising to the appropriate regulator, while strengthening cooperation between the two bodies.
Acting Chief Executive Officer Lungile Dukwana said that gambling advertising has evolved dramatically in recent years. “Gambling advertising has changed significantly in both its reach and the platforms through which it reaches the public.
“Social media, influencer marketing, and digital platforms mean that gambling promotions can reach consumers more frequently and, in some instances, young and vulnerable audiences.”
Dukwana said the agreement provides a practical framework to share information, address non-compliant advertising, and strengthen oversight where the mandates of both organisations meet.
“Ultimately, this is about protecting the public and ensuring that gambling advertising is responsible, compliant, and does not undermine the safeguards that exist to protect consumers.”
Illegal online betting is under closer scrutiny
A major focus of the partnership is illegal and cross-border online gambling advertising. The National Gambling Board and the Advertising Regulatory Board will jointly monitor social media, online platforms, influencer marketing, and other digital channels where unlawful betting promotions are increasingly appearing.
They will also exchange information on emerging advertising trends, regulatory risks, and consumer protection concerns.
The partnership allows both organisations to retain their respective legal mandates while working more closely where gambling regulation, advertising standards, and consumer protection intersect.
New standards will guide the industry
The Advertising Regulatory Board will contribute its expertise in administering the Code of Advertising Practice, while the National Gambling Board will provide regulatory oversight of South Africa’s gambling sector.
Chief Executive Officer Gail Schimmel said the agreement comes at a crucial time, as gambling advertising continues to evolve across both traditional and digital media.
“This MOU comes at an important time, as we prepare to launch our updated Gambling Code and as gambling advertising continues to evolve across both traditional and digital platforms. Effective advertising self-regulation depends on clear standards, strong cooperation, and ensuring that consumers can trust the advertising they see.”
Schimmel said the collaboration will strengthen the response to emerging issues and offer greater clarity to the gambling industry on responsible advertising.
Education becomes part of the crackdown
The agreement goes beyond enforcement by including joint educational campaigns and public awareness initiatives. Both organisations will use their communication platforms to help gambling operators and communities better understand responsible gambling advertising and the differences between licensed and illegal gambling operators.
The National Gambling Board has also urged the public to gamble only with licensed operators and to be cautious when responding to gambling adverts and promotions, especially those found online and on social media.
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