The Kenyan government has rolled out stringent regulations targeting gambling advertisements. The Betting Control and Licensing Board (BCLB), under the leadership of Chairperson Dr. Jane Makau, announced the new rules on Friday, emphasizing the need to curb the growing influence of gambling on minors and the general public.
One of the most notable changes is the prohibition of using celebrities, influencers, and content creators in gambling promotions. This measure is aimed at breaking the association between gambling and social success, which has become increasingly common in recent years.
Moving forward, all gambling advertisements must receive prior approval from the BCLB and classification from the Kenya Film Classification Board (KFCB) before public release. Ads near schools, places of worship, playgrounds, and other areas frequently visited by children are now banned.
To further regulate the industry, gambling adverts will be required to carry key information including a BCLB license number, operator’s name and contact details, and a visible disclaimer stating “Not for persons under 18 years of age.” All adverts must also include the warning, “Gambling is addictive! Play responsibly,” and indicate they are “authorised and regulated by the Betting Control and Licensing Board.”
The Board also outlawed testimonials from former winners and banned any ad that portrays gambling as a viable source of income. Social media platforms must now implement age-verification mechanisms to block underage users from accessing gambling content.
Only electronic billboards will be permitted for outdoor ads, and operators will be restricted to airing a maximum of two adverts per hour. Traditional advertising formats like wall branding, bus wraps, roadshows, and street pole ads have been prohibited. Print advertisements will be limited to twice a week, specifically in the sports section.
To ensure full compliance, regular audits will be conducted, and violators risk license suspension or revocation.
Dr. Makau reaffirmed the Board’s commitment to reviewing industry practices continuously and introducing further guidelines to protect consumers and encourage safer gambling behaviors.
