South Africans Gamble Away Over R1 Trillion in a Year

South Africans spent an astonishing R1.1 trillion on gambling between April 2023 and March 2024, marking a 40.2% increase compared to the previous year. This significant surge, driven largely by online gambling, has sparked debate over the role of pervasive advertising in promoting the practice.

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Advertising Boom Raises Alarms

The Advertising Regulatory Board (ARB) has reported a sharp uptick in complaints about gambling advertisements across all media platforms. The board plans to meet with the advertising industry next year to review regulations, including international self-regulation codes for gambling ads.

“Anyone watching television in South Africa can’t miss the surge in gambling advertisements,” said Gail Schimmel, CEO of the ARB. She noted that while similar trends were observed internationally years ago, the phenomenon has only recently taken hold in South Africa.

Schimmel expressed concerns over the potential harm these advertisements could cause, particularly for minors. “Targeting children is a critical issue. Gambling ads often capitalise on people’s dreams, making it essential to regulate them effectively,” she added.

Impact on Youth and Vulnerable Populations

Sibongile Simelane-Quntana, executive director of the South African Responsible Gambling Foundation, highlighted how gambling ads are reaching younger audiences.

“Our school programmes reveal that minors are regularly exposed to gambling ads, particularly during televised soccer matches,” she said. “This exposure normalises gambling for children, presenting it as an acceptable activity.”

Under South Africa’s National Gambling Act of 2004, gambling ads are prohibited from targeting individuals under 18. They may not suggest guaranteed financial success or depict gambling as a solution to personal or social challenges. Billboards near schools, youth centres, and tertiary institutions are also restricted.

Increased Accessibility and Social Normalisation

The rise of online gambling has amplified the accessibility of betting, compounded by a flood of advertisements. Susan van Niekerk, clinical manager at Elim Clinic, a rehabilitation centre in Kempton Park, highlighted how these ads create widespread awareness and acceptance of gambling.

“People no longer need to visit a casino; a smartphone is enough to gamble,” said Van Niekerk. “In a country grappling with economic pressures, these ads promise hope, but they often lead to financial stress.”

Van Niekerk warned that the normalisation of gambling extends beyond adults, affecting children who may not otherwise consider gambling.

International Comparisons

While South Africa wrestles with gambling advertising, the UK is taking a hard stance on unhealthy food and drink promotions. Starting in October 2025, the British government will ban advertisements for high-sugar, high-fat, and high- salt products, including breakfast cereals, burgers, chocolate, and energy drinks, before 9pm.

“The government is acting to stop targeting children with junk food ads on TV and online,” said Wes Streeting, UK Health Minister.

The Way Forward

As South Africa continues to address the social and economic impact of gambling, calls for stricter regulations on advertising are growing. Stakeholders agree that while gambling itself poses broader challenges, controlling the messaging is an essential first step in safeguarding vulnerable populations.