South Africa Faces Fresh Calls for Tougher Gambling Advertising Rules

South Africa Faces Fresh Calls for Tougher Gambling Advertising Rules

South Africa’s gambling advertising is facing renewed scrutiny after Solidarity called for tighter controls on promotions and stronger protection for financially vulnerable households.

The organisation presented research on online gambling at a media conference on 12 October 2026. Its central concern is the pressure gambling losses can place on money needed for food, rent and school fees. Solidarity wants greater oversight of advertising, better protection for vulnerable consumers and more effective regulation of online platforms. Source: Solidarity.

For players, the announcement raises a practical question: how much confidence should you place in the gambling promotions appearing on your phone?

Why advertising is under pressure

The report’s author, Solidarity Research Institute economic researcher Theuns du Buisson, argues that financial desperation can make the prospect of a quick win particularly attractive. When wages no longer cover monthly expenses, a gambling advert may reach someone already looking for a way to close the gap.

Psychological researcher Nicolien Welthagen also describes how the hope of recovering losses can keep people playing. Shame, secrecy and easy access through a phone can make that cycle harder to interrupt, according to Solidarity’s account of the research.

The organisation is using its findings to push for broader action. These are recommendations from Solidarity; the announcement itself introduces no new advertising restrictions. Source: Solidarity’s research coverage.

The big numbers need some context

The report discusses approximately R1.5 trillion wagered across South Africa’s gambling industry during the 2024/25 financial year. That figure needs careful handling.

Turnover counts money each time it is wagered, including winnings used to place another bet. Someone can deposit R100 and generate considerably more than R100 in recorded bets without adding another deposit.

The National Gambling Board’s audited statistics put gross gambling revenue at approximately R74.5 billion for that period. This measures stakes minus winnings paid to players, before operators cover their business expenses. Betting contributed roughly R52 billion, compared with R16.6 billion from casinos.

Those figures describe the market’s scale and composition. They do not establish how much any particular household lost, or prove that advertising caused those losses. They also cover an earlier financial year, rather than gambling activity during October 2026. Source: NGB audited national statistics.

Advertising rules already exist

South Africa already has restrictions on gambling promotions. In a December 2025 compliance notice, the NGB reminded provincial authorities that advertising must not mislead consumers or target minors, and must carry the required responsible gambling messaging.

The notice also explains that advertising cannot present gambling as a solution to financial hardship or imply guaranteed success. Influencer promotions are covered too: the regulator asked provincial authorities to address content that breaches the applicable requirements.

That makes the current debate partly about how existing protections are enforced, alongside demands for tighter controls. Source: NGB advertising compliance notice.

Regulators have already moved closer together

There has also been a recent change in advertising oversight. On 17 September 2026, the NGB and Advertising Regulatory Board announced a formal cooperation agreement.

Their partnership covers monitoring, information sharing and referrals of complaints about gambling advertising. It extends to social media, influencer marketing and advertising for illegal online gambling operations.

The agreement gives the two bodies a framework for working together while retaining their separate responsibilities. It does not, by itself, create a nationwide gambling advertising ban. Source: joint NGB and ARB statement.

For anyone comparing gambling sites, the useful response is to look beyond the headline offer. Check the operator’s licensing details, read withdrawal and bonus conditions, and examine the available spending controls before depositing.

Solidarity’s intervention adds pressure for closer scrutiny. Whether it leads to further restrictions remains open, but players can already judge a promotion by a straightforward standard: does it explain the offer clearly, or sell the hope that gambling will fix a money problem?