South African Bookmakers’ Association joins ARB, championing ethical gambling advertising
The move reinforces self-regulation and gives the betting industry a stronger voice in shaping ethical advertising standards.
South Africa.- South African Bookmakers’ Association (SABA) has taken a decisive step to strengthen ethical gambling in the country by joining the Advertising Regulatory Board (ARB), reinforcing self-regulation and setting a higher standard for industry advertising practices.
SABA’s CEO, Sean Coleman, said: “Joining the board reflects the association’s commitment to ethical advertising and responsible industry standards.”
The ARB, South Africa’s independent advertising watchdog, oversees the Advertising Code of Practice, ensuring promotions across all sectors are truthful, fair and socially responsible. With SABA now part of the board, bookmakers gain a direct voice in shaping advertising rules, particularly in the rapidly expanding online betting market.
SABA, the voluntary body representing licensed bookmakers, provides advocacy, guidance and support for responsible betting practices. The ARB complements this by offering a platform for complaints and guidance, helping ensure advertising stays honest while protecting consumers.
The ARB’s draft Gambling Advertising Code was recently open for public comment, with submissions accepted until February 28. This gave industry players an opportunity to help shape responsible advertising standards. Analysts say SABA’s membership positions South Africa’s bookmakers to actively influence advertising norms, fostering growth while maintaining public trust.
The move follows the National Treasury’s proposal of a 20 per cent tax on online gambling, reflecting the growing focus on regulating South Africa’s betting sector. Public comments on the tax proposal closed on February 27.
