Responsible advertising takes centre stage in South Africa
Gambling advertising in South Africa is under strict control under various national and provincial laws. Still, regulators are trying to take the industry to even greater heights with new amendments to the Advertising Regulatory Board‘s self-regulatory Gambling Advertising Code. This move is in a bid to improve the ways in which gambling organizations communicate with the public.
This will pave the way for collaboration in the industry, where organizations, advertisers, and media will come together to form advertising codes that are applicable in real life. This new Code will not only go beyond the restrictions in the gambling legislation but will also ensure advertising is kept in check while still being relevant in a commercial sense.
Consultation opens for industry feedback
The ARB has released the proposed amendments for stakeholder consultation across the sector. Industry participants and the public have been invited to review the draft changes. Comments on the proposed Gambling Code are due by 28 February 2026.
This change is coming at a time when gambling advertising is becoming increasingly visible in South Africa. Advertising for betting and gaming activities has been prominent in recent times, leading to a call for responsible handling and a need for a debate on the dangers of exposing people to such advertising.
Existing laws already impose strict controls
Despite the increase in advertising for these activities, it is still under strict control in South Africa. Various laws, such as the National Gambling Act and the National Gambling Regulations, impose a number of restrictions on advertising for these activities. These include a ban on false or misleading advertising for these activities and a prohibition on advertising for illegal gambling activities.
There is also a ban on advertising for these activities to minors, meaning that the advertising must not appeal to those under the age of 18. There are also media regulations on advertising for these activities, including when it can be shown on media platforms. All adverts must include the prescribed National Responsible Gambling Programme helpline number and messaging.
These measures aim to keep advertising balanced and informative. Provincial regulators also maintain their own rules and enforcement mechanisms. In the Western Cape, specific limits apply to undesirable gambling advertising.
ARB strengthens its Gambling Advertising Code
Alongside legislation, the ARB plays a key role in advertising oversight. The organisation works with agencies, media companies, and industry stakeholders. It oversees compliance through the ARB Code of Advertising Practice.
This Code guides advertising standards across multiple sectors. The Code also contains specialised appendices for certain categories of advertising. These include areas such as alcohol, cosmetics, and gambling promotions.
To address sector concerns, the ARB introduced the Gambling Advertising Appendix. This appendix is widely known as the Gambling Code. Earlier versions of the Code consolidated existing gambling advertising rules. They brought together different laws in a simpler and more accessible format.
The ARB is now seeking to expand the Code’s scope. The proposed amendments respond to issues emerging within the advertising environment. The regulator unveiled the revised Gambling Code at the Responsible Gambling Summit in November 2025. It later hosted an industry workshop on 28 January 2026 to discuss the draft in detail.
Key changes proposed in the updated Code
Several important additions appear in the proposed amendments to the Gambling Code. These changes aim to strengthen protection for consumers and vulnerable groups. The proposals introduce additional restrictions on advertising content. They include a prohibition on portraying irresponsible gambling behaviours. The updated rules also ban presenting gambling as a solution to financial or personal problems.
These provisions mirror growing concerns about the social impact of betting. Further limits target advertising that could appeal to minors. Themes or imagery popular primarily with underage audiences would be restricted. Examples include cartoons and characters widely associated with people under 18. Such content would no longer be allowed in gambling promotions. The draft also introduces a new section on timing and placement restrictions. Different rules would apply across outdoor advertising, radio, and television. Online content services, social media, and digital platforms are also covered.
The Code outlines expectations for how gambling promotions appear on these channels. New provisions address the use of celebrities in digital marketing. The celebrity must be at least 21 years old and appear responsible and must be in an age-appropriate environment within the advertisement. Celebrities appealing mainly to underage audiences would be prohibited.
Another proposed requirement focuses on responsible gambling messaging in adverts. The National Responsible Gambling Programme warning must be spoken clearly. It should be delivered at the same speed and volume as the rest of the commercial.
Industry collaboration remains central
While the Gambling Code cannot replace legislation, it provides an additional framework for responsible advertising in South Africa. The ARB emphasises cooperation between industry participants and regulators. A self-regulatory code allows businesses greater autonomy and flexibility within clear boundaries. At the same time, it ensures that public protection remains a priority. Such codes are also easier to update than formal legislation.
This flexibility allows standards to evolve alongside industry developments. The proposed amendments, therefore, represent a step toward stronger responsible advertising practices. They also reflect efforts to balance commercial activity with the protection of vulnerable communities.
A city shaped by history, a market driven by ambition. From 03–05 March 2026, SiGMA Africa brings 3,000 delegates, 780 operators, and over 150 speakers in Cape Town to engage with one of the industry’s fastest-moving frontiers. Be where momentum turns into great possibilities.
