The Betting Control and Licensing Board (BCLB) has introduced new, tougher regulations to govern gambling advertisements in Kenya, following a 30-day suspension of all gambling-related ads.
The move, through a statement on Friday, May 30, is aimed at protecting minors, curbing addiction, and cleaning up the rapidly expanding betting industry.
Under the new rules, no gambling advertisement will be permitted on any media platform unless first approved by the Licensing Board and classified by the Kenya Film Classification Board (KFCB).
All adverts are also required to now display the operator’s license number, include a warning that gambling is addictive, indicate it’s restricted to persons aged 18 and above, and provide a customer care contact.
The Board has also banned the use of celebrities, influencers, and testimonials in gambling ads. Adverts must not glamorize gambling or present it as a source of income or success.
Media houses and advertisers will be held liable for penalties if they air unapproved or misleading content, as per the new 2025 Code of Conduct for Media Practice.
Digital platforms are also required to enforce age restrictions and block targeted gambling content from reaching minors. Predatory features like speed dial betting have been outlawed.
Outdoor advertising has been limited to digital billboards, with a cap of two ads per hour. Formats like wall branding, street poles, and roadshows are no longer allowed.
To enforce these changes, the government will set up a public hotline to report violations, and regular audits will be carried out. Operators who breach the guidelines risk suspension or license revocation.
The reforms signal a tougher regulatory era aimed at protecting Kenya’s youth from the harmful effects of gambling, BCLB Chairperson Jane Makau said.
The new guidelines were developed in coordination with a Multiagency Enforcement Team involving several state bodies, including the Communications Authority, KRA, KFCB, DCI, and others, under the Executive Office of the President.
