The Betting Control and Licensing Board (BCLB) of Kenya has introduced sweeping guidelines aimed at curbing the influence of gambling advertisements, signalling a robust push toward responsible gambling and the protection of vulnerable groups, particularly minors.
These regulations follow a 30-day suspension, which has now been lifted, of all gambling ads across media platforms, which began on April 29, 2025. The move reflects growing concerns over the pervasive nature of gambling promotions and their potential to fuel addiction and exploit youth.
Developed in collaboration with a multiagency enforcement team, including the Ministry of Interior, Office of the Attorney General, Communications Authority of Kenya, Kenya Revenue Authority, Directorate of Criminal Investigations, Kenya Film Classification Board (KFCB), Media Council of Kenya, and Financial Reporting Centre, the guidelines aim to reshape how gambling is marketed in Kenya.
The regulations, detailed in a press release issued by the BCLB, impose strict controls on advertisement content, placement, and frequency while emphasising accountability for both operators and media outlets.
Key Provisions of the Guidelines
The new rules introduce a multi-layered approach to regulating gambling advertisements, addressing approval processes, content, placement, and enforcement.
Going forward, all gambling advertisements must be pre-approved by the BCLB and classified by the KFCB before distribution. This dual oversight ensures compliance with the Betting, Lotteries and Gaming Act and the Films and Stage Plays Act. Media outlets are prohibited from airing unapproved or unclassified ads, with penalties for non-compliance.
Advertisements must avoid glamorising gambling or associating it with celebrity endorsements, social success, or financial gain. They are required to include responsible gambling messages, such as “Gambling is addictive! Play responsibly!” and clearly state that participation is restricted to those over 18.
Ads must also display the operator’s BCLB license number, contact details, and a disclaimer stating that the BCLB regulates the business. Testimonials, call-to-action messages, and content appealing to minors are explicitly banned.
The guidelines impose limits on the frequency and placement of advertisements. Print media ads are restricted to two per week, confined to sports sections, with 20 per cent of the ad space dedicated to responsible gambling messaging.
Outdoor advertising is limited to electronic billboards, with a cap of two ads per hour per operator. Formats such as wall branding or bus wraps are prohibited. Road shows for gambling promotion are entirely banned.
Social media platforms must implement age verification mechanisms and restrict targeted advertisements for gambling. The use of speed dials and predatory advertising tactics is also outlawed, addressing concerns about aggressive online marketing.
The BCLB will establish a hotline for the public to report non-compliant ads or operators. Regular audits by agencies such as the BCLB, KFCB, and the Media Council of Kenya will monitor adherence, with penalties including license suspensions or revocation for violators. Media houses airing unapproved ads face sanctions under the 2025 Code of Conduct for Media Practices.
Why the changes
The guidelines come amid rising alarm over gambling addiction in Kenya, particularly among youth. The country’s gambling industry has grown rapidly, fueled by widespread access to digital platforms and aggressive marketing.
Critics have long argued that advertisements often glamorise betting, creating false expectations of easy wealth. The BCLB’s move to restrict ad placements near schools, religious institutions, and child-frequented areas underscores its focus on shielding minors from exposure.
By involving bodies such as the Directorate of Criminal Investigations and the Financial Reporting Centre, the government is also addressing related concerns, including money laundering and tax evasion, which have been linked to some gambling operations.
The gambling industry is a significant economic contributor, and operators may resist restrictions that limit their marketing reach. Media houses, reliant on advertising revenue, could also push back against the stringent approval processes and penalties.
The effectiveness of digital oversight, particularly on global social media platforms, remains uncertain given the complexity of regulating online content.
The guidelines also place significant responsibility on the KFCB and media outlets to enforce compliance, raising questions about their capacity to handle the increased workload. The establishment of a public hotline is a promising step toward community-driven enforcement; however, its success will depend on effective follow-up by the authorities.
