Sun International has introduced a Responsible Gambling Charter aimed at promoting responsible gambling across its online and land-based operations. The charter, revealed by the company on Tuesday, emphasizes responsible gambling as a key regulatory obligation and business priority.
As South Africa's leading land-based operator, Sun International commands roughly half of the market, with its online brand, SunBet, active in South Africa, Namibia, and Botswana.
CEO Ulrik Bengtsson stated that the charter enhances accountability by placing responsible gambling under the oversight of the board, tying performance to executive targets, and committing to annual progress reports. "The Charter informs players what they can expect from us and gives them a way to hold us to account," he explained. “Responsible gambling is overseen at board level, the measures are linked to our executive performance scorecard, and we will report on our progress each year.”
The charter is based on four core principles: player education, player protection, ethical and responsible marketing, and staff responsibility and training. A significant commitment in the marketing aspect is the pledge to avoid displaying gambling advertisements from 6 a.m. to 8 a.m. and from noon to 6 p.m., despite the absence of existing watershed periods under South African gambling regulations.
Moreover, Sun International has committed to ensuring that 10% of its gaming advertising content is dedicated to responsible gaming messages, while ensuring that their advertising does not target minors or vulnerable individuals.
For player protection, Sun offers self-exclusion options on its platforms where feasible, along with additional tools such as betting limits and cooling-off periods. Starting in 2027, the company plans to implement data analytics and AI to identify problematic gambling behavior more rapidly.
Sun International also emphasizes enhancing staff training, making it mandatory for staff to have role-specific training and an annual refresher course on intervention protocols. Additionally, the availability of responsible gaming information will be made clear both in physical venues and online.
While Sun International has outlined various protective measures for players, the effectiveness of these options hinges on player engagement. Bengtsson highlighted the importance of individual responsibility, asserting that safeguards alone do not suffice. "Responsible gambling is a shared responsibility," he declared. "We cannot control every player’s behavior, but we can make it easier for people to stay in control."
On its online platform, essential tools for players, such as limits, cooling-off periods, and self-exclusion options, are accessible with a single click from the homepage. However, the necessity for player participation is underscored by the company's policy not to activate online accounts for those receiving awards from the South African Social Security Agency (SASSA) or the National Student Financial Aid Scheme (NSFAS), as the company cannot access those records and must rely on customer declarations during account sign-ups.
Bengtsson also raised concerns regarding illegal operators, emphasizing that while Sun International and other licensed entities are striving to promote responsible gambling, unregulated operators do not adhere to such measures. "Government, regulators, and the licensed industry all have a part to play in keeping players in licensed channels, where they are protected," he stated. "We can improve our own standards, but we cannot protect people who gamble with unlicensed operators."
The CEO referenced the South African government’s efforts to draft new gambling legislation and the proposed 20% national gross gaming revenue tax for online gambling by the National Treasury. He believes that regulations and taxes should create a favorable environment for licensed operators, encouraging players to engage with legal offerings that provide necessary protections.
Bengtsson cautioned that regulations or taxes hindering the competitiveness of licensed operators compared to offshore sites would drive players to unregulated platforms lacking adequate safeguards. He concluded by expressing strong support for a consistent national regulatory framework in South Africa, welcoming the government's initiatives to advance discussions around responsible regulation amid the proposed tax measures and new gambling legislation.
