Kenya’s Betting Control and Licensing Board (BCLB), in coordination with multiple government agencies, has introduced strict new regulations aimed at curbing the influence of gambling advertisements. This move follows a 30-day suspension of all gambling-related ads, which began on 29 April 2025, and was primarily intended to shield minors and vulnerable populations from the risks of gambling addiction and harmful exposure.
The updated advertising rules were developed in partnership with the Ministry of Interior, Office of the Attorney General, Communications Authority of Kenya, and the Kenya Film Classification Board (KFCB), among others.
Under the new directive:
- Celebrities, influencers, and content creators are banned from appearing in any gambling adverts. The aim is to prevent the glamorisation of gambling and break the association between betting and social success or fame.
- All gambling adverts must now be approved by both the BCLB and the KFCB before being aired or published.
- Adverts cannot be placed near schools, religious centres, or child-friendly areas such as playgrounds and malls.
The Multiagency Enforcement Team, which includes bodies like the Kenya Revenue Authority, Directorate of Criminal Investigations, Media Council of Kenya, and the Financial Reporting Centre, will ensure compliance and help enforce the new rules.
This regulatory tightening marks a major shift in Kenya’s gambling policy, prioritising consumer protection over commercial promotion. The new framework is expected to reshape how betting companies operate in the advertising space while reinforcing safeguards for vulnerable communities.