Online gambling ads are everywhere. We’re pushing back.
We track who profits from gambling harm - and who’s choosing not to.
On the Lekker List
These organisations have chosen not to profit from harmful online gambling ads.
We’re speaking to the first brands who want to be here.
If that's you, get in touch
- What South Africans spend on gambling each year.
- R1.5 trillion
- Money lost by gamblers in South Africa each year.
- R75 billion
- Number of South Africans showing signs of problem or high-risk gambling.
- ~ 6-8 million
The problem
Why we started LekkerPledge
Gambling in South Africa hasn't just grown - it's become normalised .
With around 2 out of 3 adults now gambling, betting is woven into sport, media, payments, and everyday life, often framed as harmless entertainment. But the costs don’t land evenly.
Research shows a worrying amount of betting spend comes from people already under financial pressure, including some who rely on social grants. Financial stress, debt, and addiction show up most where resilience is lowest.
Government has acknowledged this harm - proposing a 20% national tax on online gambling to reflect its “social cost”. At the same time, that tax would generate billions in additional revenue if gambling continues to expand.
That creates a clear incentive problem.
When harm is legal, commercially successful, and taxable, the system isn’t designed to correct itself.
That’s not lekker - and it’s the gap LekkerPledge exists to address.
What LekkerPledge does
We turn evidence and stories into public accountability - with a clear path for brands to change.
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We make it visible
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If you see gambling promotion or facilitation showing up in public life, send us a screenshot or link. We review submissions and publish verified information in the Not Lekker List - a public record of where gambling harm is being enabled.
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We share real stories
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We collect and publish first-hand accounts from people harmed by gambling. These stories put human context behind the numbers and show harm plays out in everyday life.
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We ask for change, not perfection
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For every listed company we make a clear, reasonable ask - for example: stop youth-facing ads, drop betting sponsors, or place strict ad-time limits. Brands can respond, explain, or change course. If they act, we update their status and recognise the change on the Lekker List.
What taking part looks like
For people
You don’t have to be an activist to make a difference. You can:
- Share your story
- - tell us how online gambling has affected you or someone close to you. You can remain anonymous if you like.
- Tip us off
- - send us screenshots or links when you see heavy gambling promotion in public spaces or media.
- Stay in the loop
- - hear from us when new brands are added, when stories are published, or a company actually changes its behaviour.
We’re not here to judge anyone who has placed a bet. Many of us have. We are here to question why betting is pushed so hard, to so many, so often.
For brands and media
If you work in a business, agency or media house, you have real influence. You can:
- Review your relationship with online gambling
- - where are betting brands showing up in your world?
- Talk to us if you’re listed
- - you’ll always have a right of reply. We want to hear how you see the issue.
- Aim for the Lekker List
- - as this project grows, we’ll be inviting brands to take a clear, public stand on where they will and won’t take gambling money.
If you already avoid gambling harm, we’d love to highlight you as a positive example.
Methodology
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A business is listed only when we receive verifiable evidence that it is promoting or facilitating online gambling - such as screenshots, links, or ads.
All submissions are reviewed before anything is published.
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Businesses earn a place on the Lekker List through clear, observable action or a public commitment to reduce gambling harm - such as refusing gambling ads or sponsorships, or setting clear boundaries on gambling partnerships.
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Yes. Listed organisations always have a right of reply If a business believes information is incomplete or incorrect, it can contact us with additional context, which we review and reflect where appropriate.
We’re firm on accountability, but fair on the facts.
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Yes. If behaviour changes - positively or negatively - listings are updated.
Transparency is the point, not punishment.
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No. Adults can make their own choices.
Our focus is on how gambling is promoted or facilitated in public life, especially where it contributes to real harm amongst vulnerable South Africans.
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Because online gambling takes money from struggling households and puts harmful messaging in front of children.
If a business profits from that harm, the public deserves to know.