Sun International sets new standards with responsible gambling charter
The charter introduces advertising restrictions, vulnerable-customer safeguards, AI-supported monitoring and independent audits for Sunbet and casino operations.
Key takeaways:
- Sun International launched its responsible gambling charter on October 13, covering its casinos and Sunbet.
- The company will restrict gambling advertising during specified hours and allocate 10 per cent of gaming advertising content to responsible gambling messages.
- Sunbet accounts will not be activated for customers declaring SASSA grants or NSFAS funding.
- AI-supported monitoring to identify harmful gambling behaviour is planned for 2027. The group plans independent audits, responsible gambling certification and executive accountability measures.
South Africa.- Sun International has launched a Group Responsible Gambling Charter introducing new player-protection standards across its casino and Sunbet online betting operations. The commitments include restrictions on gambling advertising, safeguards for customers who declare receiving social grants or student funding, and plans for AI-supported monitoring from 2027. The company said the charter reflects its view that responsible gambling requires action from both operators and customers.
Under the charter, Sun International will not place time-dependent broadcast or display gambling advertisements between 6am and 8am or between noon and 6pm. The restrictions are intended to reduce exposure during periods when children and young people may be watching television or listening to the radio. The company will also allocate 10 per cent of its gaming advertising content to responsible gambling messages. Its marketing practices will exclude placements targeting children and programmes in which most viewers are underage.
Sun International chief executive Ulrik Bengtsson said the charter establishes standards customers can expect from the company. He 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.”
Restrictions for social grant and student funding recipients
The charter also addresses access to Sunbet for people receiving social grants or student funding. Sun International will not activate an online betting account if a customer declares receiving a grant from the South African Social Security Agency (SASSA) or funding from the National Student Financial Aid Scheme (NSFAS). However, implementation will depend on information supplied by customers, since the company does not have access to SASSA or NSFAS records, and recipients of these payments are not legally prohibited from gambling.
Bengtsson said the company was open to discussions with government and regulators about additional ways to protect vulnerable customers while respecting personal information.
Data monitoring and audits
Sun International also plans to introduce data analytics and, where appropriate, artificial intelligence-supported monitoring from 2027 to identify gambling behaviour that may indicate a risk of harm. Under the proposed approach, every alert will be reviewed by a person rather than handled entirely by an automated system.
The group will also seek certification from an internationally recognised responsible gambling body and establish an annual independent audit programme to assess its player protection systems and tools. It has committed to reporting relevant responsible gambling data through its annual sustainability reports and incorporating related performance measures into executive evaluations.
These commitments will supplement existing player protection measures across Sun International’s operations, including deposit and loss limits, cooling-off periods, self-assessment and self-exclusion.
The charter comes as South African authorities consider responses to the growth of online betting and calls for stronger controls on gambling advertising and access. Sun International has argued that regulation should protect players without undermining the competitiveness of licensed operators against offshore platforms. At the charter’s launch, Bengtsson warned that measures weakening licensed operators’ competitiveness could push customers towards businesses outside the regulated market.
Sun International said the charter reflects its position that responsible gambling requires action from both operators and customers. The company plans to maintain its involvement with the South African Responsible Gambling Foundation while pursuing the additional commitments outlined in the document.
Frequently asked questions (FAQs)
- What does Sun International’s responsible gambling charter cover? The charter covers advertising practices, customer safeguards, gambling-risk monitoring, independent audits and reporting. It applies to Sun International’s casino operations and Sunbet online betting platform.
- What advertising restrictions has Sun International introduced? The company will not place time-dependent gambling advertisements between 6am and 8am or between noon and 6pm. It will also dedicate 10 per cent of gaming advertising content to responsible gambling messages and exclude placements targeting children.
- How will Sun International address social grant and student funding recipients? Sunbet will not activate an account if a customer declares receiving a SASSA grant or NSFAS funding. The company does not have access to those government records, so implementation depends on information supplied by customers.
- How will AI be used in Sun International’s player protection systems? From 2027, the company plans to use data analytics and, where appropriate, AI-supported monitoring to identify behaviour that may indicate gambling-related harm. Every alert will be reviewed by a person rather than handled entirely by an automated system.
