The National Gambling Board (NGB) and the Advertising Regulatory Board (ARB) have signed a Memorandum of Understanding (MoU) aimed at strengthening the regulation of gambling advertising and improving consumer protection across South Africa.
The agreement comes as gambling advertising continues to expand across television, radio, billboards, social media and other digital platforms, with online gambling and digital marketing creating new challenges for regulators.
The partnership establishes a formal framework for both organisations to cooperate in monitoring gambling advertising, addressing non-compliant advertising and handling complaints related to gambling promotions.
The collaboration will also focus on tackling illegal and cross-border online gambling advertising. This includes joint monitoring of social media, online platforms, influencer marketing and other digital channels.
The two organisations will exchange information on emerging advertising trends, risks, regulatory concerns and best practices relating to gambling regulation, advertising standards and consumer protection.
NGB Acting Chief Executive Officer Lungile Dukwana said the partnership would help ensure that player protection keeps pace with changes in the gambling and advertising landscape.
“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,” said Dukwana.
He added that the agreement provides a practical framework for sharing information, addressing non-compliant advertising and strengthening oversight where the mandates of the two organisations overlap.
“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,” he said.
ARB Chief Executive Officer Gail Schimmel said the agreement comes at an important time as the organisation prepares to launch its updated Gambling Code.
“Effective advertising self-regulation depends on clear standards, strong cooperation and ensuring that consumers can trust the advertising they see,” Schimmel said.
She added that the partnership would strengthen the response to emerging issues in gambling advertising, promote responsible and compliant advertising and provide greater clarity to the industry on advertising expectations.
Beyond enforcement, the MoU also provides for joint education and awareness campaigns to inform gambling operators and communities about responsible gambling and advertising standards. The NGB said the agreement forms part of its broader efforts to combat illegal gambling, working alongside Provincial Licensing Authorities and law enforcement agencies while educating consumers about the importance of using licensed gambling operators.
The Board also urged members of the public to remain cautious when responding to gambling advertisements, particularly those encountered online and on social media.
