The Betting Control and Licensing Board (BCLB) has banned the use of celebrities, influencers, and content creators in gambling advertisements.
According to the Board, this move is part of efforts to curb the glamorization of gambling.
“Gambling adverts SHALL NOT glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling,” the Board said in a press release dated May 29, 2025.
The new directive is among a series of strict measures introduced by BCLB to regulate gambling advertisements. It aims to protect vulnerable groups, especially minors and youth, from being lured into betting.
The ban applies to all media platforms.
Adverts must be submitted to the Board for approval and classification before they are aired or published.
The Board emphasised the importance of responsible messaging in gambling promotions. All adverts must carry warnings and must not create a false impression of gambling as glamorous or successful.
BCLB chairperson Dr. Jane Makau said all gambling advertisements shall be submitted to the Board for approval and forwarded to the Kenya Film Classification Board (KFCB) for classification before being distributed or exhibited.
Gambling ads near schools, religious institutions or places frequently visited by children, such as playgrounds and shopping malls, are prohibited.
Moving forward, all gambling adverts will be required to have a BCLB number, name and address of the operator, customer-care number, not have a call-to-action message, not depict gambling as a source of income and not associate gambling with celebrities or social success.
Further, the ads should not involve testimonials as a means of advertising and must contain the minimum age requirement, "not for persons under 18 years of age".
The ad ought to carry a responsible gambling message: 'Gambling is addictive! Play responsibly and have the words "authorised and regulated by the Betting Control and Licensing Board" displayed at all times.
Social media platforms will be required to restrict targeted gambling ads and impose age verification mechanisms to restrict minors from accessing gambling content.
Advertisements shall also indicate the addictive nature of gambling and clearly warn consumers about the potential risks involved.
Additionally, former winners should not be featured in advertisements, as it can create a misleading impression of easy winnings.
Only electronic billboards shall be permitted for outdoor advertising, whereby each operator shall be allowed to display a maximum of two ads per hour.
The Board also prohibited the use of wall branding, building branding, bus wraps, street pole advertising, and marketing of gambling through road shows. In print media, operators can advertise a maximum of two times per week within the sports section.
To ensure compliance, the Board, alongside other agencies, will be conducting regular audits to track advertising practices.
The Board chair pointed out that those found flouting the guidelines will be penalised for non-compliance by either suspension or revocation of licences.
"The Board will continue to evaluate the gambling industry and issue additional guidelines to promote responsible gambling and safeguard punters," Makau noted.
