Business · Companies · 5 hrs ago
Sun International launches voluntary responsible gambling charter
Sun International has launched a voluntary charter setting out steps to promote responsible gambling at its casinos and Sunbet online platform.
It promises limits on some gambling adverts, responsible-gambling messages in advertising and a ban on opening online accounts for people who say their income comes from Sassa grants or Nsfas funding.
From 2027, the company plans to use data analysis and, where suitable, AI to flag players who may be at risk, with people reviewing every alert.
The charter is not legally enforceable, and the company says it accepts no liability for harm linked to gambling or reliance on the charter.
The announcement comes as South Africa's National Treasury has proposed a 20% tax on online betting and interactive gambling revenue, on top of existing provincial taxes.
CEO Ulrik Bengtsson warned that higher costs could push players to offshore sites, where they would have no protection.
Sun International also plans to seek recognised certification and arrange an annual independent audit.
Sun International has published a voluntary responsible gambling charter for its casinos and Sunbet online platform.
The charter includes limits on some advertising, checks on customers’ declared income sources and plans for AI-assisted monitoring from 2027.
The company said it would refuse to activate online accounts for customers who declare a social grant or student funding as their income source.
Sun International also warned that taxes or rules making licensed operators less competitive could push players to offshore platforms.
The charter says it creates no legal duty of care or legally enforceable obligations to players.
- Who
- Sun International, led by CEO Ulrik Bengtsson.
- What
- The company launched a voluntary responsible gambling charter and warned against measures that could make licensed operators less competitive than offshore sites.
- When
- Published on 13 October 2026. Monitoring using data analytics and, where appropriate, AI is planned from 2027.
- Where
- The charter applies to Sun International’s casinos and Sunbet online platform.
- Why
- The company said the charter sets out what players can expect and supports responsible gambling; it also argued that rules or taxes could push players to offshore sites.
Sun International
National Treasury
Proposed tax
Sun International
Sun International warned that taxes making licensed operators less competitive could push players to offshore platforms.
National Treasury
National Treasury proposed a 20% national tax on gross gambling revenue from online betting and interactive gambling.
Stated aim
Sun International
Sun International called for responsible regulation while warning against measures that could weaken the licensed market.
National Treasury
National Treasury said the proposed tax’s main aim was to discourage problem gambling, rather than raise money.
National Treasury published a discussion paper proposing a 20% national tax on online betting and interactive gambling revenue.
Sun International published its responsible gambling charter.
Sun International plans to use data analytics and, where appropriate, AI-supported monitoring to flag potentially at-risk players.
- Charter coverage
- Sun International casinos and Sunbet
- Advertising watershed
- No time-dependent broadcast or display gambling advertising from 6am to 8am or noon to 6pm
- Responsible gambling advertising
- 10% of gaming advertising content
- Account activation
- Refused where customers declare a Sassa social grant or Nsfas funding as their income source
- Proposed national tax
- 20% of gross gambling revenue from online betting and interactive gambling
- Monitoring plan
- Data analytics and, where appropriate, AI-supported monitoring from 2027
What people are saying
Rules or taxes that make licensed operators less competitive than offshore sites will push players towards platforms where they have no protection.
With government preparing new gambling legislation and national treasury’s tax proposals on the table, now is the right time to have a serious discussion about responsible regulation.
The charter informs players what they can expect from us and gives them a way to hold us to account.
We can improve our own standards, but we cannot protect people who gamble with unlicensed operators.
Sources
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