The government has initiated a sweeping crackdown on gambling advertisements, with the Betting Control and Licensing Board (BCLB) rolling out tough new guidelines aimed at curbing the industry's influence, particularly on youth and vulnerable groups.
This move comes after a 30-day suspension of all gambling ads across media platforms, initiated on April 29, 2025.
The BCLB, operating under the Executive Office of the President, collaborated with a multi-agency enforcement team to develop these guidelines.
This team includes representatives from the Ministry of Interior and National Administration, the Office of the Attorney General, the Communications Authority of Kenya (CA), the Kenya Revenue Authority (KRA), the Directorate of Criminal Investigations (DCI), the Kenya Film Classification Board (KFCB), the Media Council of Kenya (MCK), and the Financial Reporting Centre (FRC).
Dr. Jane Mwikali Makau, Chairperson of the Betting Control and Licensing Board, signed off on the press release on May 29, 2025, stating, "The Board will continue to evaluate the gambling industry and issue additional guidelines to promote responsible gambling and safeguard punters".
Mandatory approvals and classification
A cornerstone of the new regulations is the mandatory approval process for all gambling-related marketing communications. These communications are strictly prohibited unless explicitly approved by the BCLB and subsequently classified by the Kenya Film Classification Board (KFCB). Operators must be duly licensed by the BCLB before even seeking advertisement approval.
Media owners and agencies bear a significant responsibility under these new rules. They "should ensure that all gambling advertisements are approved by BCLB and classified by KFCB before being distributed on their channels/platforms". Furthermore, all media outlets are required to "adhere to the Code of Conduct for Media Practices, 2025" when carrying out gambling advertisements.
Restricting proximity and appeal
The new guidelines introduce specific restrictions on where gambling advertisements can be placed. "There shall be no form of advertisement placed near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls". This measure underscores the commitment to protecting minors from exposure.
Crucially, the guidelines explicitly prohibit the glamorization of betting.
"Gambling adverts SHALL NOT glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling". This is a significant shift, as it also states that gambling advertisements "Not associate gambling with celebrities or social success" and "Not depict gambling as a source of income".
Additionally, the use of testimonials as a means of advertising is forbidden. This directly addresses concerns about creating misleading impressions of easy winnings by prohibiting the featuring of "Former winners... in advertisements to encourage gambling participation".
Essential elements for advertisements
All approved gambling advertisements must include a standardised set of elements to promote transparency and responsible gambling. These include:
The BCLB
license number
- A responsible gambling message, such as "Gambling is addictive! Play responsibly!"
- The minimum age requirement: "not for persons under 18 years of age"
- The name and address of the operator
- A customer-care number is displayed or mentioned at all times
- The phrase "authorized and regulated by the Betting Control and Licensing Board" displayed or mentioned at all times
Advertisements are also prohibited from having a "call-to-action message". Even "worthy mentions" or sponsored content related to gambling must include responsible gambling messages and "SHALL NOT include jingles and hooks".
Digital and social media under scrutiny
Recognising the pervasive nature of online platforms, the BCLB has implemented specific regulations for digital and social media. Social media platforms are now "required to restrict targeted gambling ads, ensuring compliance with the set regulations and guidelines". Furthermore, digital betting platforms must "Require age verification mechanisms... before users can access gambling content". The use of "speed dial and predatory gambling advertisements is prohibited.
Emphasising responsible gambling
Promoting responsible gambling is a core tenet of the new guidelines. Advertisements "shall indicate the addictive nature of gambling, clearly warning consumers about the potential risks involved". A clear prohibition is in place against content that appeals to minors, explicitly stating that "Minors should explicitly be prohibited from participating in any form of gambling activities and therefore gambling advertisements must not contain content that appeals to minors".
Outdoor and print advertising limitations
Outdoor advertising will see a significant shift.
Only "electronic/digital billboards shall be permitted for outdoor advertising". Each operator will be limited to displaying "a maximum of two (2) advertisements per hour on electronic/digital screens".
Prohibited outdoor formats include "wall branding, building branding, bus wraps, street pole advertising, and similar formats".
