South Africa’s NGB and ARB Join Forces to Strengthen Gambling Advertising Oversight

South Africa’s National Gambling Board and Advertising Regulatory Board have signed a cooperation agreement aimed at strengthening oversight of gambling promotions across television, radio, outdoor advertising, websites, social media and influencer marketing.

South Africa's National Gambling Board (NGB) and Advertising Regulatory Board (ARB) have formalised their cooperation through a new Memorandum of Understanding focused on gambling advertising and consumer protection.

The agreement, announced on September 17, establishes a framework for the two organisations to jointly monitor gambling promotions across both traditional and digital media. It covers television, radio and billboards as well as websites, social networks and influencer campaigns.

Digital advertising is a particular focus of the partnership. The NGB and ARB plan to exchange information on emerging marketing practices, regulatory risks and potentially non-compliant campaigns, including promotions connected to cross-border operators and illegal online gambling.

The MoU also introduces formal referral procedures for complaints. Cases involving potentially non-compliant gambling advertising can be shared between the two bodies, allowing advertising complaints and possible gambling-law violations to be handled through more coordinated processes.

The agreement does not replace South Africa's existing gambling advertising rules. Under the National Gambling Act and related regulations, advertisements must not be misleading, promote unlawful gambling or target minors, and they must include responsible gambling messaging. The ARB's Gambling Code contains similar requirements and also prohibits claims suggesting that gambling is an investment, an alternative to employment or a likely route to financial success.

The ARB's existing framework also provides a direct link with the NGB. Decisions made under its Gambling Code can be shared with the national regulator, which may then decide whether a formal investigation under gambling legislation is necessary.

The two organisations also plan joint education and public-awareness activities. These efforts are intended to help operators understand advertising requirements while making it easier for consumers to distinguish licensed gambling businesses from illegal platforms.

The partnership comes as gambling marketing increasingly moves onto social media and other digital channels, where advertising can spread rapidly and may involve influencers or companies operating outside South Africa. The NGB had already raised concerns about the growing prevalence of gambling advertising that may breach existing legislation.

For South Africa's gambling industry, the immediate change is therefore not a new advertising ban but a more coordinated enforcement structure. The effectiveness of the MoU will depend on how actively the NGB and ARB use their information-sharing and complaint-referral mechanisms to identify and respond to illegal or irresponsible promotions.