Sun International Responsible Gambling Charter: Sets New Industry Standard

• Sun International launched a 16-page Group Responsible Gambling Charter covering its land-based and online operations, Sunbet.
• The charter includes a stricter gambling advertising watershed, prohibiting ads during specific hours, and allocates 10% of ad spend to responsible gambling messaging.
• Sun International is co-founding an online betting council with Betway to establish industry standards and is a founding member of the SARGF.
• The South African government is under pressure to regulate the rapidly growing online gambling sector, which accounted for 60% of R1.5 trillion in wagers in 2024/25, and has proposed a 20% online gambling tax.
• Sun International's CEO views responsible gambling as a shared responsibility, with operators providing tools and players utilizing them to maintain control.

Responsible gambling, according to Bengtsson, is a shared responsibility, requiring both operators to provide tools and players to utilize them effectively.

Sun International, a prominent operator in the gaming, hotels, and resorts sector, has strategically launched its Group Responsible Gambling Charter. This 16-page document outlines comprehensive commitments for both its land-based casinos and online platform, Sunbet, aiming to preempt anticipated regulatory pressures and establish a leadership position within the industry.

A key component of the charter is a self-imposed gambling advertising watershed that surpasses current regulatory requirements. Under this new standard, the group will refrain from advertising on time-dependent media during specific hours: between 6 AM and 8 AM, and again from 12 PM to 6 PM. Furthermore, Sun International has committed to allocating 10% of its total advertising budget specifically towards responsible gambling awareness campaigns. Ulrik Bengtsson, CEO of Sun International, emphasized the importance of the group taking the initiative to define what industry standards should entail, signaling a proactive approach to player protection and ethical operations.

Beyond its internal charter, Sun International is also actively fostering broader industry collaboration. The company is a founding member of the private-public South African Responsible Gambling Foundation (SARGF) and is spearheading the creation of an online betting council South Africa alongside Betway. While Bengtsson anticipates other operators will join this new council shortly, he acknowledged that discussions with various industry players have revealed diverse perspectives, indicating that achieving complete alignment across the sector remains an ongoing effort.

The broader context for these initiatives is the evolving South Africa gambling regulation environment. The South African Responsible Gambling Foundation (SARGF), a public benefit organization, has been a cornerstone of responsible gambling efforts for over two decades, established under national gambling regulations. It functions as a collaborative partnership between gambling operators and regulators, playing a crucial role in the industry's self-governance.

SARGF funding is mandated through a license condition requiring operators to contribute 0.1% of their gross gambling revenue (GGR) annually. These contributions are vital for the foundation to fund and manage the National Responsible Gambling Programme (NRGP). Sun International's CEO, Ulrik Bengtsson, confirmed the group's unwavering commitment to the SARGF, stating they have no immediate plans to alter their membership or contributions.

The government is facing increasing pressure to regulate the online gambling sector, which has experienced explosive growth over the past six years. Data from the National Gambling Board indicates that total wagers reached R1.5 trillion in 2024/25, with a significant 60% originating from online platforms. In response to this expansion, the National Treasury has proposed a 20% online gambling tax South Africa, signaling a move towards stricter fiscal oversight of the digital betting market.

Sun International's proactive measures, particularly its comprehensive Sun International Responsible Gambling Charter and the proposed online betting council, are poised to set new de facto standards for the industry. These initiatives could significantly influence the development of future South Africa gambling regulation and compliance requirements, potentially extending beyond existing legislative mandates, especially concerning advertising practices and player protection protocols.

Ulrik Bengtsson emphasized that responsible gambling is a shared responsibility, likening it to the use of a car's seatbelt – effective only if utilized. He articulated that operators bear the responsibility of ensuring trustworthiness, prompt payment of winnings, and providing robust tools that empower customers to maintain control over their gambling habits. Conversely, players are expected to take personal responsibility by actively engaging with and utilizing the responsible gambling tools made available to them.

Bengtsson also cautioned against overly restrictive regulation, arguing that banning online gambling products could inadvertently drive customers to illegal offshore sites, resulting in a loss of potential tax revenue for the government. He advocates for a balanced approach to regulation that ensures customer protection without stifling the legitimate market.

Lawyers advising gambling operators in South Africa should note Sun International's proactive responsible gambling charter and its proposed online betting council, as these industry-led initiatives could set new de facto standards, influence upcoming regulatory frameworks, and potentially impact compliance requirements beyond current legislation, particularly regarding advertising and player protection. They should also monitor the proposed 20% online betting tax and its implications for clients.

Source: Original reporting via Moneyweb