Sun International has introduced a Responsible Gambling Charter aimed at enhancing its commitment to responsible gaming across both online and land-based platforms. Announced on Tuesday, the charter emphasizes responsible gambling as a regulatory requirement and a vital aspect of the company's business strategy.
As a leading entity in South Africa's gaming industry, Sun International commands about half of the market share. Its online platform, SunBet, operates in South Africa, Namibia, and Botswana.
CEO Ulrik Bengtsson highlighted that the charter reinforces accountability by ensuring responsible gambling practices are monitored at the board level, linking their execution to executive targets and committing to annual disclosures on progress. "The Charter informs players what they can expect from us and gives them a way to hold us to account," mentioned Bengtsson. He added, "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 based on four foundational principles: player education, player protection, ethical marketing, and staff responsibility and training. One of the most significant commitments includes the prohibition of advertising from 6 AM to 8 AM and again from noon to 6 PM, a notable step given that there are currently no specific restrictions in place under South African gambling laws.
Additionally, Sun International has pledged to allocate 10% of its advertising content to responsible gaming messages, ensuring that ads do not target minors or vulnerable groups. In terms of player protection, the company offers self-exclusion options across its services as the law and technology permit, alongside tools for setting limits and cooling-off periods.
Starting in 2027, Sun plans to introduce data analytics and AI to enhance monitoring of potentially problematic gambling behavior. The company also aims to bolster staff training, including mandatory induction and ongoing education on intervention techniques.
In promoting education, Sun International has committed to making responsible gaming informational resources easily accessible in its venues and on its online platforms.
Bengtsson emphasized the necessity of player involvement in utilizing the available protective measures. "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," he stated. He pointed out that tools such as limits and self-exclusion options are readily available, but their effectiveness relies on player participation.
The company’s policy also prohibits the activation of online accounts for individuals receiving social grants from the South African Social Security Agency (SASSA) or funding from the National Student Financial Aid Scheme (NSFAS), relying on customers to disclose their status during the registration process.
Bengtsson called for stricter enforcement against illegal gaming operators, asserting that while licensed entities like Sun International are implementing responsible gambling measures, unlicensed operators circumvent such protocols. "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 referenced the South African government's initiative to draft new gambling legislation and the National Treasury's proposal for a 20% national gross gaming revenue tax for online gambling. Bengtsson argued that regulation and taxation must support licensed operators to ensure the majority of players engage in legal gambling activities that include protective measures.
"Regulations or taxes that disadvantage licensed operators compared to offshore sites will lead players toward unregulated platforms without safeguards," he warned. He expressed support for a consistent national regulatory framework and welcomed discussions on responsible regulation amid ongoing legislative preparations and tax proposals from the government.
