Sun International has officially introduced a new charter focused on responsible gambling, which applies to both its online and land-based operations. Announced on Tuesday, the Responsible Gambling Charter emphasizes the company’s commitment to responsible gambling as both a regulatory requirement and an essential business ethic.
As a significant player in South Africa’s gambling market, Sun International controls about half of the market share. Its online gambling platform, SunBet, operates in South Africa, Namibia, and Botswana.
Ulrik Bengtsson, CEO of Sun International, indicated that the charter enhances accountability by establishing board-level oversight for responsible gambling. He explained that performance metrics will be tied to executive targets, with progress on the initiative reported annually. "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 core principles: player education, player protection, ethical and responsible marketing, and staff responsibility and training. Notably, under responsible marketing, Sun International has committed to refraining from advertising between 6 a.m. and 8 a.m., as well as from midday to 6 p.m. Currently, South African gambling regulations do not enforce specific advertising time restrictions.
In addition, the company pledged that 10% of its gaming advertising will feature responsible gaming messaging. Furthermore, its marketing efforts will not target minors or vulnerable individuals.
For player protection, Sun International has implemented self-exclusion options across its platforms, adhering to legal and technological allowances. Additional tools available include limits on betting and cooling-off periods. Starting in 2027, the company will adopt data analytics and AI monitoring to detect problematic behavior more effectively.
The charter also focuses on enhancing staff training. Staff members will undergo mandatory induction and role-specific training, supplemented with annual refreshers on intervention practices.
Regarding player education, Sun International promises that information about responsible gaming will be readily accessible at its venues and online platforms.
However, while the company has outlined measures to support player protection, it emphasizes that player participation is crucial for effectiveness. Bengtsson noted that safeguards are not enough on their own; players must actively utilize the available tools to manage their gambling.
"Responsible gambling is a shared responsibility," he said. "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."
Sun International has also instituted a policy preventing users from activating online accounts if they receive social grants from the South African Social Security Agency (SASSA) or funding from the National Student Financial Aid Scheme (NSFAS). Given that the company lacks access to SASSA or NSFAS records, it relies on customer self-disclosure during account sign-up.
Bengtsson has advocated for stronger enforcement against illegal market operators, stating that while licensed companies like Sun International strive to promote responsible gambling, unregulated operators often 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 said.
He also addressed upcoming changes in South African gambling legislation and proposals from the National Treasury to implement a 20% national GGR tax on online gambling. From his perspective, regulations and taxes should create an environment attractive to licensed operators that would encourage players to engage with legal offerings, which provide protective measures.
"Rules or taxes that make licensed operators less competitive than offshore sites will push players towards platforms where they have no protection," Bengtsson 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. Now is the right time to have a serious discussion about responsible regulation."
