The Betting Control and Licensing Board (BCLB) on Friday, May 30 announced new sweeping restrictions on gambling advertisements in Kenya, effectively banning the use of celebrities, influencers, and content creators in promoting betting activities.
According to the newly-released guidelines, all gambling advertisements must adhere to a strict approval process and comply with the Code of Conduct for Media Practices, 2025.
According to a circular from BCLB chairperson Dr. Jane Makau, the betting regulator has prohibited marketing communications related to gambling, unless expressly approved by the Betting Control and Licensing Board (BCLB) and classified by the Kenya Film Classification Board (KFCB), upon fulfillment of the stipulated requirements.
Media owners and agencies have been directed to ensure that all gambling advertisements are approved by BCLB and classified by KFCB before being distributed on their channels/platforms.
Influencers, content creators banned
“There shall be no form of advertisement placed near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls,” the circular read in part. “Gambling adverts SHALL NOT glamorize betting or use celebrities, influencers and content creators to endorse or promote gambling.”
The directive banning influencers and content creators marks a significant shift in how betting firms operate their marketing strategies, particularly on digital platforms.
Additionally, any advertisement must include the BCLB license number, a responsible gambling message such as “Gambling is addictive! Play responsibly,” and a visible disclaimer that betting is prohibited for individuals under 18 years of age.
Other stipulations state that gambling adverts shall; contain the name and address of the operator, have a customer-care number displayed/mentioned at all times, have the words “authorized and regulated by the Betting Control and Licensing Board” displayed/mentioned at all times, not have a-call-to-action message, not associate gambling with celebrities or social success, not depict gambling as a source of income, and not use testimonials as a means of advertising.
Importantly, the regulations prohibit ads from associating gambling with wealth, social status, or personal success. They also forbid calls to action or implying gambling is a legitimate source of income.
A gambling advertisement, BCLB says, shall indicate the addictive nature of gambling, clearly warning consumers about the potential risks involved, while former winners should not be featured in advertisements to encourage gambling participation, as this can create a misleading impression of easy winnings.
Outdoor advertisements
The new regulations dictate that only electronic/digital billboards shall be permitted for outdoor advertising. Each operator shall be allowed to display a maximum of two advertisements per hour on electronic/digital screens.
“The use of wall branding, building branding, bus wraps, street pole advertising, and similar formats SHALL NOT be authorized by the Board.”
Print media advertisement
In print media, operators shall be permitted to advertise a maximum of 2 times per week, and only within the sports section of newspapers.
Ideally, 20% of the bottom page of the advertisement artwork must be dedicated to the following: A responsible gambling message, a clearly visible BCLB license number, and the age restriction for participation. The Board directs that the font size used for these elements shall be proportionate to the overall advertisement.
Road shows
The Board has effectively banned marketing/advertisement of gambling through road shows.
“A dedicated hotline will be established to enable the public to report unauthorized gambling activities, advertisements and non-compliant operators.”
This move comes in response to growing public concern over the normalization of gambling, particularly among youth, driven by high-profile celebrity endorsements and influencer campaigns. With Kenya ranking among Africa’s top betting markets, the influence of social figures has been pivotal in drawing in younger demographics.
This directive by the regulatory body is expected to dramatically alter Kenya’s advertising landscape and hit revenue streams for both influencers and betting firms. While it signals a commendable effort to protect vulnerable populations from the dangers of gambling addiction, it also places the onus on advertisers to develop more ethical, compliant campaigns.
