NGB and ARB Partner to Strengthen Gambling Advertising Oversight in South Africa

According to a LinkedIn post published by the National Gambling Board (NGB) on 21 September 2026, the NGB and Advertising Regulatory Board (ARB) have entered into a formal partnership aimed at strengthening the oversight of gambling advertising and improving consumer protection in South Africa. The Memorandum of Understanding (MoU), announced on 17 September 2026, creates a framework for the two organisations to work more closely as gambling advertising continues to expand across both traditional and digital channels.

The agreement comes at a time when gambling advertising is increasingly visible across television, radio and billboards, while online betting has also changed how gambling businesses reach consumers. Social media, websites, influencer marketing and other digital platforms allow promotions to reach people more frequently and through channels that did not previously play such a significant role in gambling advertising. The NGB and ARB have identified this changing environment as one of the reasons closer cooperation between gambling regulation and advertising oversight is needed.

Under the agreement, the two organisations will cooperate in monitoring and addressing gambling advertising that does not comply with applicable standards. The MoU also provides for the referral of complaints relating to gambling advertising and allows the NGB and ARB to exchange information about emerging advertising trends, associated risks and regulatory concerns.

Digital Gambling Advertising Will Be a Major Focus

One of the most significant parts of the agreement is its focus on digital advertising. The cooperation will extend to social media, online platforms, influencer marketing and other digital channels, including advertising associated with illegal and cross-border online gambling.

This reflects how significantly gambling marketing has changed in recent years. An advertisement no longer needs to appear on television, radio or a billboard to reach a large audience. Promotions can be distributed through social media accounts, paid advertising, influencers and other online channels, sometimes reaching consumers repeatedly across different platforms.

In the 17 September 2026 media statement, NGB Acting Chief Executive Officer Lungile Dukwana highlighted the changing nature of gambling advertising, particularly across social media, influencer marketing and other digital platforms. He said these channels can allow gambling promotions to reach consumers more frequently and, in some instances, young and vulnerable audiences. The agreement provides the NGB and ARB with a framework to share information, address non-compliant advertising and strengthen oversight while retaining their respective mandates.

The partnership brings together different areas of expertise. The ARB contributes its knowledge of advertising standards and its administration of the Code of Advertising Practice, while the NGB contributes its regulatory expertise and oversight role within South Africa’s gambling sector. Where gambling regulation, advertising standards and consumer protection overlap, the two organisations will now have a formal structure through which they can cooperate.

Illegal and Unlicensed Gambling Advertising Is Also Included

The agreement is not limited to advertising by locally licensed gambling businesses. The NGB and ARB have specifically included cross-border and illegal online gambling advertising within the areas covered by their cooperation. This includes joint monitoring of social media, online platforms, influencer marketing and other digital channels where illegal gambling services could be promoted to South African consumers.

This is an important distinction for bettors because the visibility of a gambling website online does not mean that the site is licensed to accept bets in South Africa. A website can appear professional, advertise through social media or be promoted by an influencer without those things establishing its local licensing status. Consumers still need to check who operates the site and whether the relevant South African gambling authority has licensed it.

The NGB said the agreement forms part of its broader approach to player protection and addressing illegal gambling. This includes continued cooperation with provincial licensing authorities and law enforcement agencies, as well as public education around responsible and illegal gambling. The Board has also encouraged members of the public to gamble only with licensed businesses and to exercise caution when responding to gambling advertisements and promotions, particularly those encountered online and through social media.

For consumers, this makes licence verification increasingly relevant alongside advertising oversight. Advertising standards can govern how gambling is promoted, but consumers also need to be able to establish whether the business behind an advertisement is legally authorised to offer betting in South Africa.

Consumer Education Forms Part of the Partnership

Another important part of the MoU is that cooperation will extend beyond monitoring advertisements and handling potential breaches. The NGB and ARB have also agreed to work together on relevant educational campaigns and awareness initiatives, using their respective communication platforms to strengthen awareness among both the gambling industry and consumers.

This could become an important part of the agreement because advertising oversight alone does not necessarily give consumers the information needed to make informed decisions. Understanding responsible gambling messaging, recognising potentially misleading advertising and knowing how to distinguish between locally licensed and illegal gambling websites all require a degree of public awareness.

The educational component also gives the partnership a broader purpose than simply responding to advertising after a problem has occurred. By sharing information and using their communication channels, the NGB and ARB can potentially address emerging advertising trends while also helping consumers understand what they are seeing and where concerns can be raised.

ARB Chief Executive Officer Gail Schimmel said the cooperation comes at an important time as the Gambling Code and gambling advertising continue to evolve across traditional and digital platforms. According to the ARB, working with the NGB should strengthen how emerging advertising issues are addressed while supporting responsible and compliant advertising and providing greater clarity about what is expected.

What Does the NGB and ARB Agreement Change?

The announcement should not be interpreted as the introduction of an entirely new set of gambling advertising laws. Gambling advertising in South Africa is already subject to existing legislation and advertising standards. The significance of the MoU is that it establishes a formal framework through which the NGB and ARB can cooperate when those areas intersect.

That cooperation covers monitoring, information sharing, complaints, advertising standards, consumer education and illegal gambling advertising. Its practical impact will become clearer as the framework begins to be used and as the two organisations provide further information about their joint activities.

For South African bettors, however, the announcement reinforces an important distinction between seeing a betting site advertised and knowing that it is locally licensed. Advertising exposure should not be treated as proof of legality. Consumers can check a betting site’s licence details using the National Gambling Board’s Verified Operators portal, which provides information on licensed gambling businesses across South Africa.

Betline’s View

The formal cooperation between the NGB and ARB is a positive development for consumer awareness, particularly given the growth of gambling advertising across social media and other digital channels. Bringing gambling regulatory knowledge and advertising expertise together provides a clearer framework for dealing with areas where the responsibilities of the two organisations overlap.

At the same time, advertising oversight is only part of the wider issue. Consumers need access to clear information about gambling licences and practical ways of checking whether a website being promoted to them is legally licensed in South Africa. This becomes particularly important online, where locally licensed businesses and offshore gambling websites can appear alongside each other in search results, advertisements and social media content.

Better public education can therefore complement stronger advertising oversight. Giving people the ability to recognise advertising concerns, understand responsible gambling messages and independently verify a betting site’s licence can help them make more informed decisions before depositing money.

Betline supports clearer advertising standards, greater consumer awareness and improved access to licence information. Gambling should be treated as entertainment rather than a way of making money, and South Africans should verify that a betting site is locally licensed before using it.

Frequently Asked Questions

Common questions about the NGB and ARB partnership and gambling advertising oversight in South Africa.

• What is the NGB and ARB gambling advertising agreement?

  The National Gambling Board (NGB) and Advertising Regulatory Board (ARB) have entered into a Memorandum of Understanding that establishes a formal framework for cooperation on gambling advertising in South Africa. The agreement covers areas including monitoring, complaints, information sharing, consumer education and advertising linked to illegal gambling.

• When was the NGB and ARB partnership announced?

  The joint NGB and ARB media statement announcing the Memorandum of Understanding is dated 17 September 2026. The National Gambling Board subsequently published information about the partnership through its LinkedIn account on 21 September 2026.

• Does the agreement cover social media and influencer advertising?

  Yes. Digital advertising is specifically included in the cooperation between the NGB and ARB. This includes social media, online platforms, influencer marketing and other digital channels used to promote gambling.

• Does the partnership cover illegal online gambling advertising?

  Yes. The agreement includes cooperation relating to cross-border and illegal online gambling advertising. The NGB and ARB can work together on monitoring advertising across digital channels and share information on emerging advertising risks and regulatory concerns.

• Does the NGB and ARB agreement introduce new gambling advertising laws?

  The Memorandum of Understanding establishes a framework for cooperation between the NGB and ARB rather than creating a new gambling advertising law. Gambling advertising in South Africa remains subject to applicable gambling legislation and advertising standards.

• Will the NGB and ARB work together on consumer education?

  Yes. The agreement provides for cooperation on relevant educational campaigns and awareness initiatives. The two organisations can use their respective communication platforms to improve awareness among consumers and the gambling industry.

• Does seeing a betting site advertised mean it is licensed in South Africa?

  No. Advertising or seeing a betting site promoted online should not be treated as proof that it is locally licensed. South African bettors can check a betting site’s licence information using the National Gambling Board’s Verified Operators portal before registering or depositing money.