Abstract
With the rapid emergence of newer gambling formats, the rise of online betting is
increasingly linked to its advertising through various media platforms in South Africa. The nature of online betting appeals to the youth age group, placing them at a greater
risk of problem gambling harm as a vulnerable group. This study explores the South African youth’s perceptions of the mandatory wording in online betting advertising across various media platforms. Focusing on how design elements and their
presentation influence participants' understanding of gambling-related risks and message interpretation, a qualitative research approach was employed, involving indepth semi-structured interviews with twelve (12) participants across all SA provinces. The self-proclaimed punters aged 18-35 years who bet online were sampled through purposive and snowball sampling to answer the research objectives. Data was
systematically organised into transcripts, analysed, and coded into themes through thematic analysis, with findings presented alongside verbatim quotes of participants’ perceptions interpretations. The findings of this study show that, despite the regulatory
requirements, the mandatory wording is often poorly displayed, which reduces its
visibility, noticeability, and readability; in essence, it is positioned in a way that minimises its impact. The findings also reveal that font size, colour contrast, placement, delivery speed, tonality, and emotional appeal influence message salience and impede message effectiveness recall. The mandatory wording is interpreted as
complex, unclear, and containing a counterproductive tagline that promotes gambling. The results of this study can be used to guide regulations on responsible gambling, public health promotion, and ethical online betting advertising.