Online gambling boom prompts tighter ad monitoring

The National Gambling Board (NGB) and Advertising Regulatory Board (ARB) have forged a formal partnership to enhance cooperation in monitoring gambling advertising and safeguarding consumers. This memorandum of understanding (MOU) arises as gambling advertising proliferates across various media channels, including television, radio, billboards, social media, and digital platforms.

The growth of online gambling and digital marketing has altered how operators engage with consumers, necessitating closer collaboration between entities responsible for gambling regulation and advertising standards.

The MOU creates a structured framework for NGB and ARB to collaborate on monitoring and addressing non-compliant gambling advertisements, responding to breaches of advertising standards, and handling complaints related to gambling advertising. It extends to cross-border and illicit online gambling advertising, encompassing joint surveillance of social media, online platforms, influencer marketing, and other digital channels.

Both parties will share insights on emerging advertising trends, associated risks, and regulatory concerns, as well as expertise on gambling regulation, advertising standards, consumer protection, and digital marketing.

NGB Acting Chief Executive Officer Lungile Dukwana emphasizes that the agreement bolsters the NGB's commitment to maintaining player protection in alignment with evolving gambling and advertising landscapes. The rapid reach of gambling promotions through social media, influencer marketing, and digital platforms poses risks to young and vulnerable audiences.

This MOU equips NGB and ARB with a practical framework to exchange information, tackle non-compliant advertising, and bolster oversight where their mandates intersect. It also aligns with broader initiatives to curb the promotion of illegal and unlicensed gambling.

The ARB will contribute its expertise in advertising standards and the enforcement of the Code of Advertising Practice. Meanwhile, the NGB will contribute regulatory know-how and oversight within South Africa's gambling sector. The agreement lets both organizations retain their respective roles while working together more closely where gambling regulation, advertising standards, and consumer protection intersect.

ARB Chief Executive Officer Gail Schimmel notes that this MOU is timely as the organization prepares to launch an updated Gambling Code and as gambling advertising continues to evolve across traditional and digital platforms. Schimmel stresses that effective self-regulation hinges on clear standards, strong collaboration, and ensuring public trust in advertising.

The partnership with NGB will fortify their response to emerging gambling advertising issues, promote responsible and compliant advertising, and provide clearer guidance to the industry on expectations.

The MOU also facilitates cooperation on relevant educational campaigns and awareness initiatives, enabling NGB and ARB to leverage their respective communication channels to heighten awareness among gambling operators and communities. For the NGB, it supports its broader player protection strategy and efforts to tackle illegal gambling.

This involves ongoing cooperation with Provincial Licensing Authorities and law enforcement agencies, public education on responsible and illegal gambling, and assisting consumers in distinguishing between licensed and illicit gambling operators. The NGB urges the public to engage only with licensed operators and remain vigilant when encountering gambling advertisements and promotions, particularly online and on social media.