Sun International has introduced a new responsible gambling charter covering its casinos and SunBet online platform, while warning that excessive taxes and regulation could push players towards unlicensed offshore gambling sites.
The charter includes stricter advertising measures, plans for AI-assisted monitoring of potentially at-risk players and a commitment to prevent customers who rely on Sassa grants or Nsfas funding from opening online gambling accounts.
Sun International CEO Ulrik Bengtsson said licensed operators could struggle to compete if new rules and taxes make offshore platforms more attractive.
“With government preparing new gambling legislation and National Treasury’s tax proposals on the table, now is the right time to have a serious discussion about responsible regulation,” Bengtsson said.
National Treasury proposed a 20% national tax on gross gambling revenue from online betting and interactive gambling in a November 2025 discussion paper. The proposed tax would be charged on top of existing provincial gambling taxes and was estimated to generate more than R10 billion a year.
Sun International’s charter commits the group to keeping time-dependent gambling advertising off broadcast and display platforms between 6am and 8am and between noon and 6pm. It will also dedicate 10% of its gaming advertising content to responsible gambling messages.
From 2027, Sun International plans to use data analytics and, where appropriate, AI-supported monitoring to identify players who may be at risk. The company says every automated alert will be reviewed by a person.
The group also plans to seek certification from an internationally recognised responsible gambling organisation and introduce an annual independent audit.
However, the charter is voluntary and does not create a legally enforceable duty of care towards players. Its advertising restrictions also do not cover all digital marketing, with social media, search, websites, push notifications and email subject to separate standards.
Bengtsson said Sun International could strengthen its own protections, but warned that licensed operators cannot protect people who choose to gamble through unlicensed platforms.
The company says its progress will be reported to the board’s social and ethics committee, with player protection, training, responsible marketing, and compliance forming part of its executive performance scorecard.
Main Image: Sun International
