South Africa’s Gambling Board and Advertising Regulator Enter Partnership to Monitor Gambling Ads

The National Gambling Board (NGB) and the Advertising Regulatory Board (ARB) have signed a Memorandum of Understanding that sets out a new framework for cooperation in monitoring gambling advertising.

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The agreement, which was shared on the regulator’s LinkedIn channel, comes at a time when gambling promotions are increasingly visible across television, radio, billboards, and especially digital platforms such as social media and influencer marketing.

With online gambling expanding rapidly, both regulators say closer collaboration is needed to protect consumers and ensure advertising remains responsible.

Under the MoU, the two organisations will share information, respond jointly to breaches of advertising standards, and create referral mechanisms for complaints relating to gambling advertising.

MoU to cover online and influencer ad campaigns 

Their cooperation extends beyond traditional media, covering cross‑border and illegal online gambling promotions, as well as monitoring digital channels where influencers and social media campaigns often target younger audiences.

NGB Acting CEO Lungile Dukwana explained that the agreement strengthens the Board’s ability to keep player protection aligned with changes in the advertising environment. “Gambling advertising has changed significantly in both its reach and the platforms through which it reaches the public. Social media, influencer marketing, and digital platforms mean that gambling promotions can reach consumers more frequently and, in some instances, young and vulnerable audiences,” he said. 

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Dukwana added that the partnership provides a practical framework to share information, tackle non‑compliant advertising, and address the promotion of illegal gambling. “Ultimately, this is about protecting the public and ensuring that gambling advertising is responsible, compliant, and administered within the safeguards that exist to protect consumers.” 

For the ARB, the collaboration comes as it prepares to launch an updated Gambling Code. Chief Executive Officer Gail Schimmel noted that the “MoU comes at an important time as we prepare to launch our updated Gambling Code and as gambling advertising continues to evolve across traditional and digital platforms. Effective advertising self‑regulation depends on clear standards, strong cooperation, and ensuring that consumers can trust the advertising they see.”

Beyond enforcement, the agreement also provides for joint educational campaigns and awareness initiatives. Both regulators will use their communication platforms to inform operators and communities about responsible gambling and the risks of illegal advertising.

The NGB stressed that this partnership forms part of its wider approach to player protection, which includes cooperation with provincial licensing authorities, law enforcement, and public education. Last month, the regulator issued a warning to South Africans to play with caution amid rising unemployment rates and promised to do more in safeguarding players. This is a significant step in that direction for the NGB.

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