Proposed Gambling Advertising Code Signals Shift Towards Stronger Consumer Protection

Johannesburg, 29 January 2026 – In a significant step towards reshaping South Africa’s gambling advertising environment, the Advertising Regulatory Board (ARB) convened a stakeholder workshop to examine the future of responsible gambling advertising amid the rapid growth of digital platforms.

At the centre of the discussions was the proposed Gambling Advertising Code, a self-regulatory framework intended to curb harmful advertising practices, protect vulnerable consumers and introduce greater accountability across the gambling sector, particularly online betting. The Code signals a move away from fragmented oversight towards shared responsibility between operators, advertisers, regulators and media platforms.

South Africa’s gambling advertising landscape has become increasingly saturated and difficult to regulate. Gambling promotions now permeate social media, streaming platforms, mobile applications and influencer-led content, often blurring the line between entertainment and risk. This expansion has outpaced existing regulatory frameworks, resulting in limited oversight of how, when and to whom gambling advertising is served.

With South Africa’s digital entertainment industry booming, The South African Responsible Gambling Foundation (SARGF) has highlighted how digital gambling advertising is increasingly driven by personalised algorithms, allowing betting promotions to follow users across platforms with minimal safeguards. These practices raise serious concerns about exposure among young people and at-risk individuals, particularly where access restrictions, responsible gambling messaging and warnings are inconsistent or poorly enforced. Within this context, the proposed Gambling Advertising Code seeks to introduce coherence, accountability and consumer-centred protections into an increasingly complex advertising ecosystem.

The workshop provided a platform for open and candid engagement, with regulators, industry bodies and responsible gambling advocates interrogating the realities of gambling exposure, consumer vulnerability and the limits of relying solely on personal responsibility.

Contributions from the South African Responsible Gambling Foundation (SARGF), the National Gambling Board and the ARB underscored the urgency of aligning advertising standards with public health and consumer protection principles.

Addressing the workshop, Lebogang Seoheng, Advocacy and Communication Manager at SARGF, emphasised that responsible gambling cannot be framed as an individual issue alone.

“The primary custodian of responsible gambling is the player or punter themselves. However, the responsibility of communicating how to gamble responsibly sits with operators, regulators and organisations like the South African Responsible Gambling Foundation. Player protection is a shared responsibility between operators and regulators, particularly when it comes to protecting the punter from harm,” said Seoheng.

He cautioned against narratives that place the full burden of responsibility on consumers while overlooking the role of advertising and environmental triggers.

“The player is often framed as the sole custodian of responsible gambling, but that narrative is incomplete. The responsibility of communicating what responsible play looks like, and creating environments that support it, sits with operators, regulators and organisations like SARGF,” he said.

Seoheng warned that without robust and enforceable advertising standards, consumers remain vulnerable to messaging that amplifies risk rather than supports informed decision-making.

“Player protection must be built into systems, advertising and safeguards. Operators and regulators have a duty to protect players, including protecting them from the very triggers that can lead to harm.”

In his presentation, Seoheng drew a clear distinction between player protection and problem gambling, describing problem gambling as a mental health condition rather than a moral failing.

“Problem gambling is a recognised mental health disorder. It involves neurological stimulation, particularly dopamine responses that can drive people to chase the thrill of gambling. There are enablers that trigger gambling behaviour, and advertising plays a powerful role within that ecosystem,” he said.

He added that gambling behaviour is shaped by a complex interaction of biological, psychological, social and environmental factors, reinforcing the need for responsible advertising as a matter of public interest.

ARB Chief Executive Officer Gail Schimmel emphasised that the proposed Code is intended to be developed collaboratively with industry stakeholders.

“What is going to happen with this Code is that the industry will help determine what should be included because it is yours, and we will carry it on your behalf. The draft has been developed using international best practice, recognising that self-regulation depends on the cooperation of our members and the broader media ecosystem. This Code is not intended to replace government regulation, but to work alongside it,” said Schimmel.

The proposed Gambling Advertising Code represents a critical juncture for South Africa’s gambling industry. As online gambling continues to expand, the decisions made now will shape whether advertising practices contribute to consumer harm or support a more responsible, transparent and protective gambling environment.

About the South African Responsible Gambling Foundation 

 The South African Responsible Gambling Foundation (SARGF) is a non-profit company dedicated to preventing and treating disordered and addictive gambling while promoting responsible gaming practices in South Africa. The Foundation’s primary objectives are:  

·      Education: Raising public awareness about the dangers of gambling addiction and promoting responsible gambling habits.  

·      Counselling: Providing support and counselling to individuals and families affected by gambling addiction.  

·      Monitoring: Evaluating gambling trends to influence policy and advocate for effective treatment of gambling addiction.

About the ARB

The Advertising Regulatory Board is an independent entity organised and financed by members of the marketing communications industry of South Africa. Its purpose is to manage South Africa's voluntary, self-regulating system of advertising.

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