Sun International has unveiled its Responsible Gambling Charter, emphasizing its commitment to promoting responsible gambling across both its online and land-based services. Announced on Tuesday, the charter establishes responsible gambling not only as a regulatory requirement but also as a core business focus.
Leading the land-based gaming market in South Africa, Sun International holds roughly half of the market share. Its online gaming platform, SunBet, operates in South Africa, Namibia, and Botswana.
CEO Ulrik Bengtsson stated that the charter enhances accountability by placing responsible gambling oversight at the board level, linking it to executive performance 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 built on four main principles: player education, player protection, ethical and responsible marketing, and staff responsibility and training. A significant undertaking within the responsible marketing commitment is a ban on advertising between 6 AM and 8 AM and between midday and 6 PM. Currently, South African gambling regulations impose no such restrictions.
Additionally, Sun International plans to dedicate 10% of its gaming advertisements to responsible gaming messages and ensures that its marketing does not target minors or vulnerable individuals. In terms of player protection, the company provides self-exclusion options across its platforms when permissible by law and technology, as well as various tools such as setting limits and cooling-off periods.
Starting in 2027, Sun will implement data analytics and AI monitoring to identify problematic behavior more efficiently. The charter also emphasizes improved staff training, with mandatory courses for new hires and annual updates to ensure that employees know how to intervene effectively when necessary. As part of the education commitment, Sun International pledged to make responsible gaming information readily accessible in its venues and online platforms.
However, Sun International acknowledges that the effectiveness of these protective measures hinges on player participation. Bengtsson underscored the crucial role of bettors in utilizing these tools responsibly. "Responsible gambling is a shared responsibility. We cannot control every player’s behavior, 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," he stated.
The need for player involvement is particularly pronounced for the operator's policy prohibiting users from activating accounts if they receive South African Social Security Agency (SASSA) grants or National Student Financial Aid Scheme (NSFAS) funding. Because Sun cannot access SASSA or NSFAS records, it relies entirely on customers self-reporting their status when registering for accounts.
Bengtsson also called for stronger enforcement against illegal operators, highlighting that while licensed companies like Sun International implement responsible gambling measures, illicit operators do not adhere to such standards. "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 pointed out the South African government's initiative to develop new gambling legislation and the National Treasury's suggestion to impose a 20% tax on online gambling revenues.
Bengtsson argued that regulations and taxes need to create a favorable environment for licensed operators to ensure players are directed to legal platforms that provide necessary protections. "Rules or taxes that make licensed operators less competitive than offshore sites will push players towards platforms where they have no protection," he cautioned. He expressed strong support for a national regulatory framework in South Africa and welcomed ongoing discussions regarding responsible regulation as the government works on new gambling laws and tax proposals.
