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The National Gambling Board is turning its attention to social media marketing as betting growth sparks fresh concerns over youth exposure.
South Africa’s National Gambling Board (NGB) is preparing new restrictions on influencer-led gambling ads, aiming to limit their reach among young audiences and remove misleading claims that glamorise betting. Acting CEO Lungile Dukwana said the issue has become the regulator’s top priority amid the rapid expansion of online wagering across the country.
NGB targets influencer marketing and ad visibility
The regulator wants to protect minors as online betting exposure grows.
Dukwana explained that the NGB plans to restrict advertising during hours when minors are likely to be watching and stop operators from using influencers whose audiences primarily consist of young people. He said:
“One of the issues is to stop using, for example, the issue of the influencers whose target is normally younger people in terms of their advertising. I think that’s number one.”
He added that operators must follow licensing terms, including limits on where they can promote their services. For instance, a licence granted in Mpumalanga does not permit nationwide advertising.
The push for tighter ad control follows a period of rapid online betting growth since the pandemic, which saw gross gaming revenue climb 25.7% year-on-year to R59.3bn (€2.9bn) in 2023/24. Dukwana said the convenience of mobile betting has brought in younger users and low-income players, prompting the NGB to launch education programmes in partnership with universities and technical colleges.
Social media harm and underage gambling risks
Influencer content is drawing in vulnerable players through aspirational messaging.
The board’s focus on influencer activity follows reports such as that of an 18-year-old student who lost R150,000 (€7,350) after being influenced by social media ads portraying betting as “easy and fun.”
Research by the NGB and academic partners found that early exposure to gambling promotions can lead to debt, addiction and family tension, with 13% of affected individuals citing gambling-related issues within their households.
Enforcement on offshore sites and ad standards
Regulators join forces to block illegal operators and clean up online ads.
Beyond advertising concerns, the NGB continues to target unlicensed offshore operators, working with the Independent Communications Authority of South Africa, internet service providers, and the Department of Communications to block illegal gambling sites. So far, 23 out of 90 identified sites have been shut down.
However, Dukwana admitted enforcement remains difficult as operators frequently switch IP addresses to evade detection. He called for amendments to Section 11 of the National Gambling Act to strengthen digital enforcement and align laws with today’s market realities.
The NGB plans to submit proposals to the National Gambling Policy Committee later this month, including collaboration with the advertising standards regulator to ensure that non-compliant ads are removed swiftly.
As South Africa’s online betting market continues to grow, the regulator’s message is this: advertising must be responsible, transparent and age-appropriate, or face removal.
Source: Focus Gaming News
