By Nyang’au Araka
The Betting Control and Licensing Board (BCLB) has developed new guidelines that will shape how gambling advertisements are conducted in the country.
The board worked with the Ministry of Interior, the Communications Authority of Kenya (CA), the Kenya Revenue Authority (KRA), and the Kenya Film Classification Board (KFCB) to come with the guidelines.
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Under the new regulations, gambling advertisements -which were suspended for a month- will now require approval from the board before being classified by the KFCB.
In a statement, BCLB chairperson Jane Mwikali said “Advertising near schools, religious institutions, and areas frequented by children, such as playgrounds and shopping malls, will be strictly prohibited.”
The use of celebrities, influencers, and content creators to endorse gambling has also been banned, as authorities seek to prevent the glamorization of betting.
“Gambling adverts must not depict betting as a source of income or social success, nor should they feature testimonials from former winners that could give a misleading impression of easy winnings,” Dr Mwikali said.
“All operators must adhere to these new guidelines to promote responsible gambling and protect consumers.”
Digital gambling promotions will also face heightened restrictions.
Social media platforms will be required to limit targeted gambling advertisements and introduce age verification mechanisms on betting sites to prevent minors from accessing gambling-related content.
Predatory marketing tactics, such as speed-dial betting prompts and aggressive advertising strategies, have been outlawed.
Further, outdoor advertising will now be restricted to digital billboards, with operators permitted to display a maximum of two advertisements per hour on electronic screens.
Traditional forms of outdoor gambling advertisements, such as bus wraps, building branding, and street pole ads, have been completely banned.
For print media, betting companies will only be allowed to advertise twice per week, and solely within the sports section of newspapers.
At least 20 percent of the advertisement space must feature a responsible gambling message, the operator’s license number, and a warning that gambling is not suitable for persons under 18 years of age.
Roadshow promotions have been entirely prohibited, meaning betting firms will no longer be allowed to use mobile campaigns to market their services.
To ensure compliance, authorities plan to crack down on operators who violate these guidelines, according to the statement.
The Directorate of Criminal Investigations (DCI), along with other enforcement agencies, will conduct regular audits of gambling advertisements, with penalties including fines, license suspensions, and revocation for firms found in breach of regulations.
“Strict enforcement is necessary to curb irresponsible advertising practices,” the statement read.
“Operators must comply or risk serious consequences.”
The government has also introduced a dedicated hotline that will allow the public to report unauthorized gambling ads and non-compliant operators.
As authorities continue to assess the gambling industry, further measures may be introduced to protect consumers from addiction and financial harm.
The board had suspended gambling advertisements for a month, starting April 29, 2025.
Authorities have been looking for ways to regulate an industry that has been accused of fueling addiction and financial distress among citizens.
