Sun International has introduced a new charter that focuses on promoting responsible gambling across its online and land-based operations. Announced on Tuesday, the Responsible Gambling Charter highlights the company's commitment to responsible gambling as both a regulatory requirement and a key business priority.
As the primary land-based operator in South Africa, Sun International holds approximately 50% of the market share, while its online platform, SunBet, operates in South Africa, Namibia, and Botswana.
According to Sun International CEO Ulrik Bengtsson, 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," Bengtsson stated. "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 revolves around four essential principles: player education, player protection, ethical and responsible marketing, as well as staff responsibility and training. A significant commitment within the responsible marketing segment includes a ban on advertising between 6 AM and 8 AM and from midday until 6 PM. Notably, South African gambling regulation does not currently mandate any watershed periods for advertising.
Additionally, Sun International pledges that 10% of its gaming advertising content will focus on responsible gaming messages, ensuring that its ads do not target minors or vulnerable individuals. Regarding player protection, the company provides self-exclusion options and other tools such as limits and cooling-off periods, wherever the law and technology permit. Starting in 2027, the firm plans to use data analytics and AI to identify problematic gambling behaviors more swiftly.
A crucial aspect of Sun International's responsible gaming initiatives is enhancing staff training, which includes mandatory induction and role-specific training, supplemented by annual refreshers on intervention techniques.
On the education front, Sun International is committed to making responsible gaming information readily accessible in its physical venues and on its online platforms. Bengtsson emphasized that while protective measures are in place, their effectiveness hinges on players actively choosing to use them. "Responsible gambling is a shared responsibility," he asserted. "We cannot control every player’s behaviour, but we can make it easier for people to stay in control. On our online platform, limits, cooling-off periods and self-exclusion are available in one click from the home page. These tools can protect players, but only if they use them."
A critical point regarding player participation is reflected in the company’s policy of prohibiting online account activation for individuals receiving social grants from the South African Social Security Agency (SASSA) or funding from the National Student Financial Aid Scheme (NSFAS). As Sun lacks access to SASSA or NSFAS records, they depend on customers to disclose their eligibility during the registration process.
Bengtsson also called for stronger enforcement against illegal operators, pointing out that while licensed companies like Sun International are implementing responsible gaming measures, these standards are often ignored by black market operators. "Government, regulators and the licensed industry all have a part to play in keeping players in licensed channels, where they are protected," he added.
He acknowledged the South African government’s plans for new gambling legislation and the National Treasury's proposal for a 20% national gross gaming revenue tax on online gambling. He argued that regulations and taxes should cultivate a favorable atmosphere for licensed operators, encouraging players to engage with legal platforms offering player safeguards. He cautioned, "Rules or taxes that diminish the competitiveness of licensed operators compared to offshore sites will push players toward unregulated platforms without protection," reinforcing the need for a consistent national regulatory framework in South Africa.
