How Gambling Ads Target Township Youth

Jessica Matabola25 August , 2025

0 3 minutes read

Gambling advertisements are becoming increasingly common in South African townships, especially among young people. These ads are often seen on social media platforms and during sports broadcasts, presenting gambling as an easy way to make money. However, this growing exposure comes with serious risks: addiction, financial instability, and mental health problems. This article looks at how gambling ads are targeting township youth, the impact these ads have, and what the government is doing to regulate the industry.

ALSO READ: Who Regulates Gambling Ads in South Africa?

The Rise of Online Gambling Among Youth

Online gambling has become a major trend in South Africa, especially among young people. Research shows that young South Africans, particularly those aged 18 to 34, are placing sports bets and gambling online more than 10 times per month. Alarmingly, around 39% of these young gamblers reinvest their winnings, and 30% gamble with money they can’t afford to lose.

This kind of gambling behaviour can lead to serious financial problems, often causing young people to fall into a cycle of debt. With easy access to gambling via smartphones and online platforms, township youth are particularly vulnerable. Unfortunately, without enough regulation, many young people end up risking their financial futures.

Gambling ads often present gambling as a quick and easy way to earn money, which can be very appealing to young people facing financial difficulties. Township youth, in particular, may see gambling as an escape from their struggles.

However, the reality is far from glamorous. Gambling addiction can cause serious mental health issues, including anxiety and depression. Young people with gambling problems also face the risk of social isolation and damaged relationships with family and friends. In some cases, young gamblers borrow money from informal lenders, known as mashonisas, which only deepens their financial problems. The social and emotional toll of gambling addiction can spread beyond the individual, affecting families and entire communities.

How Gambling Ads Target Township Youth

Gambling companies use a variety of clever tactics to attract young people. Here are some common strategies:

Social Media and Digital Ads: Gambling brands use platforms like Facebook, Instagram, and YouTube to show ads to young people. These ads often feature free bets or bonuses, which make gambling seem exciting and easy to start.
Sports Sponsorships: Many popular sports events, like football and cricket, have gambling companies as sponsors. By associating gambling with big events, these companies make it seem more appealing and normal to young fans.
Influencer Marketing: Gambling brands team up with well-known social media influencers and athletes to promote betting. When popular figures endorse gambling, it becomes more relatable to young people.

Even though there are rules to prevent underage gambling, these ads are often still able to reach young people who may not fully understand the risks involved.

Government Action: Tackling the Issue Head-On

The South African government is aware of the dangers of gambling ads targeting youth and has started taking action. The National Gambling Policy Council is being revived to regulate the gambling industry more effectively. One of the main goals is to ensure that gambling ads do not target vulnerable groups, particularly young people.

The government is also working on enforcing stricter rules for gambling advertisements, focusing on protecting minors and ensuring that ads are more responsible. While these steps are encouraging, experts believe there is still more to be done. Education about the risks of gambling and tighter controls on the advertising industry are critical in protecting youth from falling into addiction.

Practical Steps for Parents and Communities

While the government works to regulate gambling ads, parents and communities can help protect youth from gambling addiction. Here are some ways to get involved:

Educate Young People About the Risks of Gambling: Schools and community centres can hold workshops to teach young people about the dangers of gambling. The more informed they are, the less likely they are to be influenced by gambling ads.
Monitor Online Activity: Parents should keep an eye on their children’s online activity, setting up parental controls on devices and apps to limit exposure to gambling ads.
Encourage Healthy Alternatives: It’s important to offer young people fun and fulfilling activities that don’t involve gambling. Encouraging them to participate in sports, arts, or volunteering can help them avoid the temptation of gambling.
Seek Professional Help if Needed: If someone shows signs of gambling addiction, seeking help from professional services, like the South African Responsible Gambling Foundation (SARGF), can make a huge difference.

Moving Towards a Safer Future for Youth

Gambling ads targeting township youth are a growing concern in South Africa. While government action is underway to regulate these ads, parents, communities, and schools also have a role to play. By raising awareness, offering healthier alternatives, and providing support to those who need it, we can help protect youth from the dangers of gambling.

Together, we can create a safer environment for young people, where they can make informed choices and avoid falling into the harmful cycle of gambling addiction.