South African betting comparison platform Betline has ended its commercial partnership with World Sports Betting (WSB) after public criticism of the bookmaker’s Bet to the Beat campaign, which brought gambling-related promotion into a Pretoria preschool.

The activation took place at Cornwall Hill College Preschool. A branded prize wheel was used in a cash-prize promotion involving a teacher, while children were encouraged to cheer. WSB later withdrew from the campaign, apologized and committed to strengthening its supplier code of conduct.

Betline founder Fanie Zevgolis said the decision reflected the company’s commitment to responsible gambling, ethical marketing and protecting vulnerable audiences particularly children.

On November 5, Betline removed WSB affiliate links, bonuses and promotional listings from its website. The bookmaker’s logo and basic profile remain, providing factual information about its operations, including licensing and registration details.

Zevgolis said responsible gambling involves more than meeting regulatory requirements. He stressed that sound marketing decisions and safeguards against exposing children to gambling promotions are essential, and that protecting young audiences must remain a priority across the industry.