South Africa’s ARB issues guidelines for responsible gambling advertising

The Advertising Regulatory Board (ARB) in South Africa has released a new Gambling Advertising Appendix to address concerns over the rise in gambling-related advertising across all media platforms. This document, created in consultation with the National Gambling Board, consolidates existing laws on gambling advertising into one easy-to-understand format. While the Appendix does not introduce new regulations, it simplifies and organizes the rules to promote responsible advertising practices.

The ARB emphasized that this Appendix is an essential step towards ensuring gambling advertisements are conducted responsibly. It particularly urged media outlets to review the document closely and to pay special attention to provisions aimed at protecting minors.

The Appendix aligns with the National Gambling Act of 2004 and its regulations. Decisions made under its framework will be shared with the National Gambling Board, which may initiate investigations if breaches of the Act or licensing conditions are identified. It also clarifies the distinction between legal online sports betting and illegal online gambling.

Key Provisions for Gambling Advertisements:

1. General Rules: Gambling advertisements must not:

   • Encourage excluded persons to gamble.
   • Be misleading or promote gambling as free or discounted.
   • Contain indecent language or imagery.
   • Suggest gambling is a way to recover losses or achieve financial security.
   • Imply gambling is a skill-based activity or a form of investment.
   • Present gambling as a probable route to success or as fulfilling dreams.

2. Protecting Minors: Advertisements must not target or appeal to minors and should avoid placement in media or venues primarily aimed at those under 18 years old. This includes outdoor displays near schools or youth centers.

3. Responsible Gambling Messages:

   • All gambling advertisements must include warnings about the risks of compulsive gambling and specify that participation is restricted to individuals aged 18 and older.
   • For printed and electronic media, these warnings must be prominent and include the name, toll-free number, and slogan of the National Responsible Gambling Programme.
   • For TV, radio, and text messages, warnings must be visually or audibly clear and frequently presented. Billboards and web advertisements must allocate at least 10% of their space to responsible gambling messaging.

The ARB plans to engage further with the gambling industry in 2025 to enhance the Appendix beyond existing laws, focusing on protecting vulnerable consumers more effectively.