DTIC to introduce new rules to govern gambling ads in South Africa
The move comes amid the rapid expansion of the gambling industry, particularly online sports betting, which has greatly increased its presence across broadcast, digital and outdoor media.
South Africa.- South Africa’s Department of Trade, Industry & Competition (DTIC) has confirmed it is developing new regulations to govern gambling advertising in the country. DTIC Director-General Simphiwe Hamilton made the revelation while responding to a 2025 memorandum from opposition party Rise Mzansi, noting that the proposed rules aim to regulate how gambling products and services are marketed in South Africa and to “curb the extent of gambling advertising”.
According to Hamilton, the department plans to release the gambling advertising norms and related regulations before July 2026. The move comes amid the rapid expansion of the gambling industry, particularly online sports betting, which has greatly increased its presence across broadcast, digital and outdoor media. Companies such as Betway and Hollywoodbets have partnered with high-profile local athletes and secured sponsorships in football, rugby and cricket, dominating airwaves and billboards nationwide.
Critics argue that the proliferation of ads normalises betting behaviour and exposes vulnerable groups, including young people, to risk. Civil society organisations and some business leaders have proposed restrictions such as banning ads during key hours, tightening influencer marketing and limiting sponsorship visibility in sport. Rise Mzansi’s memorandum also highlighted the need to better protect minors from exposure to gambling content.
However, the DTIC notes that some elements of the broader reform agenda, including taxation and licensing, fall outside its direct mandate and involve multiple levels of government. Taxation issues, for example, are regulated at national and provincial levels.
The National Gambling Amendment Bill 2018, which seeks broad reform of the sector, remains in a mediation process in Parliament after years of legislative deadlock. The DTIC said it has been informed that the legislative processes for the bill have been legally exhausted and that the executive cannot withdraw it; instead, it awaits further parliamentary action. The department added that consultations with provinces on a revised, comprehensive bill have begun.
Industry stakeholders and regulators, including the National Gambling Board (NGB), have also signalled concerns about non-compliant advertising, particularly promotions that omit responsible gambling messages or are accessible to minors, and are partnering with provincial licensing authorities to enforce regulations.
As the sector continues to generate significant revenue and attract users, the DTIC’s planned regulations aim to strike a balance between supporting legal gambling activity and mitigating its social costs.
