Sun International Launches Responsible Gambling Charter in South Africa
Sun International officially launched its 16-page Group Responsible Gambling Charter at a formal event at The Maslow hotel in Sandton, Johannesburg, on Tuesday, 13 October 2026.
Hosted by Group CEO Ulrik Bengtsson, the event outlined the framework’s strategic pillars and set out clear, measurable commitments across the group’s land-based casinos and online operations.
CEO Ulrik Bengtsson said: “Responsible gambling is a shared responsibility. This Charter tells players what they can expect from us and gives them a way to hold us to account.”
The launch brought together representatives from national regulatory bodies, provincial governments, and the private sector. Attendees included delegates from the National Gambling Board of South Africa (NGB), representatives from SASSA and NSFAS, officials from the Gauteng Gambling Board and the Gauteng Department of Economic Development, MEC Vuyiswa Ramokgopa (Mutshekwane), and Musa Mngadi, CEO of the African Lotteries & Gaming Association.
The Charter is built around four principles, player education, player protection, ethical and responsible marketing, and staff responsibility and training. Oversight rests with the Social and Ethics Committee on behalf of the Sun International Board. The framework is reviewed annually, and progress is reported in the group’s Sustainability Report.
The Charter introduces several measures to promote responsible gambling. Advertising will be restricted during specified broadcast and display periods, 06:00 to 08:00 and 12:00 to18:00, and at least 10% of gaming advertising content must carry responsible gambling messages.
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To protect vulnerable individuals, online accounts will not be activated for customers who declare a SASSA social grant or NSFAS student funding as their primary source of income. Participation is limited to people aged 18 and older, with each player allowed one verified online account.
From 2027, Sun International plans to use data analytics and AI-supported monitoring to identify early signs of risky gambling behaviour. A person will review every automated alert. The operator is also pursuing certification from an internationally recognized responsible gambling body, plans to introduce annual independent audits, and will link responsible gambling metrics to executive performance evaluations.
To assist players in maintaining control, the framework incorporates both self-management tools and direct support channels, including deposit and time limits, reality checks, and cooling-off periods. Players can voluntarily self-exclude for at least six months across national or provincial platforms, specific venues, or online through Sunbet. Free, confidential counselling is available through the National Responsible Gambling Programme (NRGP).
Sun International also announced plans to establish a unified Online Betting Council with Betway, with other operators expected to join.
