TLDR
- South Africa’s National Gambling Board (NGB) and Advertising Regulatory Board (ARB) signed a Memorandum of Understanding (MoU) on gambling ad oversight
- The deal covers TV, radio, billboards, and digital platforms including social media and influencer marketing
- Regulators will share information, respond to advertising breaches jointly, and set up complaint referral systems
- The MoU also targets cross-border and illegal online gambling promotions aimed at younger audiences
- The ARB is preparing to launch an updated Gambling Code alongside this partnership
South Africa’s two main gambling and advertising watchdogs have joined forces. The National Gambling Board and the Advertising Regulatory Board signed a Memorandum of Understanding this week.
The agreement creates a shared framework for monitoring gambling ads across the country. It was announced on the regulator’s LinkedIn page on September 21, 2026.
The timing reflects how gambling promotions have spread. Ads now appear on television, radio, and billboards, but also across social media and influencer content.
What the Agreement Covers
The MoU allows the NGB and ARB to share information with each other. They will also respond jointly when advertising standards are broken.
A new referral system will handle complaints about gambling ads. This applies to both traditional media and digital campaigns.
The partnership extends to cross-border gambling promotions. It also targets illegal online gambling ads that reach South African consumers.
Digital platforms are a particular focus. Officials say influencer marketing and social media campaigns can reach younger and more vulnerable audiences.
Why Regulators Say This Matters
NGB Acting CEO Lungile Dukwana said gambling advertising has changed a great deal in recent years. He pointed to social media and influencer marketing as key drivers of that shift.
Dukwana said these platforms let gambling promotions reach the public more often. In some cases, he said, they reach young and vulnerable audiences.
He described the MoU as a practical tool. It allows the two bodies to share information and act against non-compliant advertising.
Dukwana also said the partnership helps address the promotion of illegal gambling. He framed the effort as one focused on protecting the public.
ARB Chief Executive Officer Gail Schimmel also commented on the deal. She said it arrives as her organization prepares to launch an updated Gambling Code.
Schimmel said self-regulation of advertising depends on clear standards and strong cooperation. She added that consumers need to be able to trust the ads they see.
The agreement is not limited to enforcement. Both regulators plan joint education and awareness campaigns for operators and the public.
These campaigns will use both organizations’ communication channels. The goal is to inform people about responsible gambling and the risks tied to illegal advertising.
The NGB said this MoU fits into its broader approach to protecting players. That approach includes work with provincial licensing authorities and law enforcement.
Last month, the NGB warned South Africans to gamble with caution as unemployment climbed to 33.6 percent. This new advertising partnership builds on that earlier warning.
