Sun International has introduced a new charter aimed at promoting responsible gambling across its online and land-based operations. This Responsible Gambling Charter, revealed by the company on Tuesday, emphasizes responsible gambling as both a regulatory duty and a business priority.
As South Africa’s leading land-based gaming operator, Sun International commands roughly 50% of the local market, with its online platform, SunBet, accessible 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. The company links executive performance to its responsible gambling commitments, pledging to report on its progress annually.
Bengtsson explained, "The Charter informs players what they can expect from us and gives them a way to hold us to account. 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."
Sun International's charter is built around four core principles: player education, player protection, ethical marketing, and staff responsibility and training.
One significant commitment involves responsible marketing; the company plans to restrict advertising between 6 a.m. and 8 a.m., and from noon to 6 p.m. Currently, South African gambling regulations do not enforce any advertising restrictions during these times.
Furthermore, Sun International has committed to dedicating 10% of its gaming advertising content to messages promoting responsible gambling. Their advertisements will not be aimed at minors or individuals deemed vulnerable.
To enhance player protection, the company offers measures such as self-exclusion across its platforms where legally permissible, along with other features like betting limits and cooling-off periods. Starting in 2027, Sun International will use data analytics and AI to quickly identify problematic gambling behavior.
Training for staff underpins these commitments, including compulsory induction training, role-specific programs, and annual refreshers on intervention techniques.
As for the education aspect, Sun International promises to make responsible gambling information easily accessible at its venues and online.
Bengtsson emphasized that while the company has implemented various protective measures, their effectiveness hinges on player participation. He stated, "Responsible gambling is a shared responsibility. We cannot control every player’s behaviour, but we can make it easier for people to stay in control."
The operator has set a policy against allowing online account activation for players who receive South African Social Security Agency (SASSA) grants or National Student Financial Aid Scheme (NSFAS) funding. Since Sun International cannot access SASSA or NSFAS records, they rely on customers to disclose their eligibility when registering.
Additionally, Bengtsson expressed concerns about black market operators not adhering to responsible gambling practices, calling for stronger enforcement measures. “Government, regulators and the licensed industry all have a part to play in keeping players in licensed channels, where they are protected,” he said.
He noted the South African government’s initiative to develop new gambling legislation and the National Treasury’s suggestion for a 20% national gross gaming revenue (GGR) tax on online gambling. Bengtsson believes that regulations and taxes should incentivize licensed operators to remain competitive, ensuring that players are diverted to legal platforms that provide necessary safeguards.
“Rules or taxes that make licensed operators less competitive than offshore sites will push players towards platforms where they have no protection,” he remarked. "We support responsible regulation that keeps players in the licensed market, where safeguards apply and gambling revenue supports the state.
"We believe firmly that South Africa needs a consistent national regulatory framework and we welcome moves in this direction,” he concluded, pointing to the ongoing discussions surrounding new gambling legislation and tax proposals as timely for advancing responsible regulation.
