Regulators Tighten Scrutiny on Gambling Ads Targeted at Minors and Vulnerable Groups

15 October 2026

South African regulators are moving to tighten online betting advertising rules amid growing concerns about exposure to minors and other vulnerable groups. The Advertising Regulatory Board (ARB) has published proposed amendments to the Gambling Code, launching a consultation period that closes on 28 February 2024.

ARB Actions Precede Bigger Changes

In November 2023, the ARB launched a revised Gambling Code, hosting a summit and workshop to gain industry feedback. The proposed code would tighten restrictions on digital and social media advertising, including the use of young celebrities.

Meanwhile, the Department of Trade, Industry and Competition announced in June 2023 that formal gambling advertising regulations are under development, to be published alongside the proposed legislation before 1 July 2024. The department stated that the new norms and standards will curb the scope of gambling ads, considering time limits and sponsorship restrictions.

Tighter Minors Restrictions

One of the key amendments proposed by the ARB is a ban on using themes or imagery with primary appeal to minors, such as cartoons and characters widely popular with people under 18. This would impact a significant share of digital ads, which often use gaming imagery and comic styles to engage young audiences.

In social media ads, the ARB proposes that celebrities must be at least 25 years old, appear mature, behave responsibly, and be depicted in age-appropriate settings. In what could be a significant practical impact, the ARB also proposes stricter placement and timing restrictions on outdoor, radio, TV, and online ad placement.

Broad Regulatory Push

The amendments are part of a broader push to curb noncompliant and intrusive gambling advertising across digital channels. On 17 September 2023, the National Gambling Board (NGB) and the ARB formalised a cooperation framework to address this.

The agreement outlines a system for monitoring and responding to breaches, as well as establishing referral mechanisms for complaints. The move aims to strengthen oversight of gambling ads on both traditional and digital platforms, and will undoubtedly enforce the ARB's latest moves.

Impact Unclear

The coming months will be crucial as the ARB reviews stakeholder submissions and progresses towards finalising the proposed amendments, ideally before parliament begins to debate the new regulations in 2024. Getting this right is critical, as there are limitations and loopholes in the current ARB code that the proposed amendments may or may not resolve.