Sun International has launched its Group Responsible Gambling Charter, outlining a series of commitments aimed at strengthening player protection, promoting responsible gambling practices and improving accountability across its operations. The initiative calls for regulatory measures that encourage players to use licensed gambling platforms where consumer protections are in place.
It also establishes commitments covering advertising standards, player safeguards, staff training, independent audits and corporate governance. Under the charter, Sun International has committed to restricting gambling advertising during the 06:00–08:00 and 12:00–18:00 time slots to reduce minors exposure to gambling promotions.
The group will also dedicate 10% of its gaming advertising content to responsible gambling messages, reinforcing awareness of the risks associated with gambling and encouraging informed participation. These measures form part of the company’s broader approach to responsible marketing and its commitment to supporting a safer gambling environment.
The charter outlines several tools designed to help customers manage their gambling activity and identify potential risks. Sun International has committed to making player protection features readily visible, including deposit or gambling limits, cooling-off periods, self-exclusion options and self-assessment tools.
The group will also decline online account activation for customers who declare that they receive South African Social Security Agency (SASSA) grants or funding from the National Student Financial Aid Scheme (NSFAS). The measure is intended to strengthen safeguards for individuals receiving social assistance or student financial support.
To support implementation of the charter, Sun International will introduce mandatory induction training, annual refresher courses and role-specific training for relevant licensee staff. The group will also pursue international certification and introduce annual independent external audits to assess its responsible gambling practices and compliance commitments.
These measures are designed to strengthen internal standards, improve staff awareness and provide independent oversight of the group’s responsible gambling framework. Sun International has outlined additional governance measures to monitor progress and ensure that responsible gambling remains a management priority.
The company will establish a Responsible Gambling Steering Committee, which will report quarterly to the Executive Committee. It will also incorporate four responsible gambling measures into its executive performance scorecard: player protection, training, responsible marketing, and compliance and certification.
Furthermore, the group has committed to publishing progress updates and responsible gambling data annually in the licensee’s Sustainability Report, supporting greater transparency and accountability. The LGB has congratulated Sun International on the launch of the charter, describing the initiative as a development that will enhance consumer protection.
The endorsement highlights the importance of collaboration between gambling operators and regulators in advancing responsible gambling standards and protecting consumers. Through the charter, Sun International has set out a framework that combines advertising restrictions, player protection tools, staff education, independent oversight and executive accountability. The effectiveness of these commitments will depend on their implementation and ongoing monitoring across the group’s operations.
