The Betting Control and Licensing Board (BCLB) of Kenya, in coordination with several government bodies, has introduced a new set of regulations aimed at regulating gambling advertisements in the country, which also ban celebrities from promoting ads.
These changes follow a 30-day suspension of all gambling-related ads in the country, which began on April 29, 2025.
Before this, Kenya introduced a temporary ban aimed at protecting minors and vulnerable groups from gambling addiction and excessive exposure to betting promotions.
The new guidelines were developed via a collaborative effort involving the Ministry of Interior, the Office of the Attorney General, the Communications Authority of Kenya, the Kenya Film Classification Board (KFCB), and various law enforcement bodies.
A major change under the new rules is the ban of celebrities, influencers, and content creators in gambling advertisements, a measure designed to diminish the glamorization of betting and reduce its association with fame and social status.
Furthermore, all media owners and advertising agencies must now obtain joint approval from the BCLB and the KFCB before airing or publishing any gambling-related content.
The new guidelines include:
- Gambling adverts shall not glamorize betting or use celebrities, influencers and content creators to endorse or promote gambling.
- There shall be no form of advertisement placed near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls.
- Marketing communications related to gambling are prohibited unless expressly approved by the Betting Control and Licensing Board and classified by the Kenya Film Classification Board.
To receive approval, adverts must include the operator’s BCLB license number, a responsible gambling message, age restrictions, the operator’s contact details, and a declaration of regulatory compliance.
Additional restrictions outlined in the regulations include a ban on gambling advertisements near schools, religious institutions, playgrounds, shopping malls, and other locations frequently visited by children.
The enforcement of these rules will be carried out by a Multiagency Enforcement Team, which comprises the Kenya Revenue Authority, the Directorate of Criminal Investigations, the Media Council of Kenya, and the Financial Reporting Centre.
These updated advertising standards mark a major step by Kenyan authorities to create a safer and more regulated gambling environment, with a strong focus on public health and youth protection.
