Marketing code

Rules every partner signs up to.

A man writing on documents at a desk with stacks of banknotes, a calculator and a laptop

Our compliance commitment

  • Licensed brands only

    We only work with sports betting brands that hold a South African provincial licence.

  • Adults only

    No content aimed at, or likely to appeal to, anyone under 18.

  • No promises about winning

    Partners may not suggest that betting leads to financial or personal success.

  • #AD on every promotion

    Every promotional post or video is clearly labelled as advertising.

  • POPIA-compliant messaging

    Direct marketing only with recorded consent and a clear way to opt out.

Advertising rules

  • No false or misleading advertising.
  • No advertising aimed at, or attractive to, minors.
  • Adverts must carry an addiction warning.
  • Do not encourage self-excluded people to leave the register.
  • Do not present gambling as free or discounted as an inducement.
  • No indecent content and no depiction of excessive gambling.
  • Do not claim that gambling guarantees personal, financial or social success.
  • Do not suggest that winning is a likely outcome, or that the more you play, the more likely you are to win.
  • Do not suggest that gambling can make dreams come true.
  • Do not show anyone who appears to be under 18.

Influencer and social content

  • Every post that contains a tracking link or promotes an operator must be clearly labelled as an advert, for example #AD, Advert or the platform's paid-partnership label.
  • The NGB has instructed provincial regulators to require the immediate removal of promotions by influencers, brand ambassadors or social media personalities on an operator's behalf that are misleading or lack responsible gambling messages.

Lottery content

Information-led lottery content and licensed sports betting referrals, with no offshore lottery resellers, casino offers, prize prediction competitions or claims that numbers can be predicted; any post showing numbers or predictions must say draws are random and past results do not affect future results. Lottery-style bets (such as Lucky Numbers) are allowed only when the operator offers them under its South African licence and they are approved in your Commission Schedule, and every promotional post must be labelled as an advert (for example #AD).

Breaches

Breaches of the marketing code can lead to content takedown, commission deductions or termination.

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