Kenya’s Betting Control and Licensing Board (BCLB) has introduced sweeping new regulations targeting how gambling is advertised across the country. Among the most notable changes is the ban on celebrities, influencers, and content creators from endorsing or promoting gambling services—a move that significantly alters the marketing landscape for betting operators.
The announcement comes as the BCLB lifted a 30-day suspension it had placed on all gambling advertisements, pending a regulatory review. The Board, which operates under the Office of the President, stated that the revised rules aim to curb rising rates of gambling addiction and protect vulnerable populations, particularly minors.
Stricter Approval Processes
Under the updated framework, gambling ads must now go through a two-stage approval process. First, they must be submitted to the BCLB to verify licensing status, and then forwarded to the Kenya Film Classification Board (KFCB) for content classification. Only after both approvals are secured can any advertisement be aired or published.
The new rules further stipulate that gambling promotions must not glamorize betting or depict it as a pathway to wealth or social success. The use of well-known personalities in advertising—previously a common strategy—is now entirely prohibited.
Mandatory Messaging and Transparency
To ensure that gambling communications promote responsible participation, each ad must now include specific disclosures:
- The operator’s BCLB license number
- A warning: “Gambling is addictive! Play responsibly!”
- Age restriction notice: “Not for persons under 18 years of age”
- Name and physical address of the gambling operator
- An active customer-care contact
- A statement that the operator is “Authorized and regulated by the Betting Control and Licensing Board”
Additionally, any messaging that includes a direct call-to-action encouraging gambling is banned. Ads are also restricted from being placed near schools, churches, mosques, shopping malls, and other areas frequently visited by children.
Impact on the Marketing Industry
For many Kenyan celebrities and influencers, this marks the end of a lucrative stream of endorsement income. Local media reports indicate that a significant number of public figures had previously relied on gambling promotions for financial gain. The BCLB’s new directive effectively shuts down this channel.
Media platforms and agencies will now bear responsibility for ensuring that all gambling-related communications shared on their networks comply with these new standards. They are also expected to follow the recently introduced Code of Conduct for Media Practices, 2025, which governs content ethics and consumer protections.
Toward Safer Gambling Promotion
The BCLB says these changes are part of a broader effort to realign the gambling industry with public health and safety interests. With concerns over rising addiction rates, especially among young people, the new rules are designed to minimize harm and encourage more cautious engagement with gambling platforms.
For operators, the future of advertising will require new creative strategies—ones that focus on compliance, transparency, and the long-term sustainability of Kenya’s gambling environment.
