Sun International has introduced a new charter aimed at promoting responsible gambling within its online and land-based operations. Announced on Tuesday, the Responsible Gambling Charter lays out commitments that emphasize responsible gambling as a regulatory requirement and a core business focus.
As the leading land-based gaming operator in South Africa, Sun International oversees about half of the market, while its online brand, SunBet, operates in South Africa, Namibia, and Botswana.
Ulrik Bengtsson, CEO of Sun International, highlighted that the charter enhances accountability by placing responsible gambling under the oversight of the board. This involves linking executive performance targets to the measures outlined in the charter 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 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 is built around four main principles: player education, player protection, ethical marketing, and staff responsibility and training. One significant aspect of Sun International’s commitment to responsible marketing is its decision to refrain from advertising between 6 AM to 8 AM and from midday to 6 PM, a measure not mandated by current South African gambling regulations. Additionally, the company will dedicate 10% of its gaming advertising to responsible gaming messages, ensuring that its campaigns do not target minors or vulnerable individuals.
For player protection, Sun International provides self-exclusion options across its platforms, where legally possible, along with tools like limits and cooling-off periods. Starting in 2027, the company plans to implement data analytics and AI monitoring to enhance its ability to quickly identify problematic gambling behavior.
Staff training is also a crucial component of the charter, which includes mandatory induction training, role-specific training, and annual refreshers on intervention strategies.
Sun International aims to make responsible gaming information easily accessible both in its physical venues and online. However, the company acknowledged that the effectiveness of its protective measures relies on player participation. Bengtsson stressed that while safeguards are crucial, players must take responsibility for utilizing these tools. "Responsible gambling is a shared responsibility," he affirmed. "We cannot control every player’s behavior, but we can make it easier for people to stay in control."
This emphasis on player accountability is particularly important given the operator’s policy of banning individuals who receive social grants from activating an online account. Since Sun International does not have access to the necessary records, it relies on players to declare their status when registering.
Bengtsson also called for greater enforcement against illegal operators, pointing out that, unlike licensed companies like Sun International, black market operators do not implement responsible gambling measures. "Government, regulators, and the licensed industry all have a part to play in keeping players in licensed channels, where they are protected," he remarked.
He also mentioned upcoming changes in South African gambling legislation and proposed tax measures, suggesting that regulations and taxes should create a competitive environment for licensed operators. "We support responsible regulation that keeps players in the licensed market, where safeguards apply and gambling revenue supports the state," he concluded. "South Africa needs a consistent national regulatory framework, and with the government preparing new legislation, now is the time for serious discussions about responsible regulation."
