Key points:
- The Betting Control and Licensing Board (BCLB) has banned celebrities, influencers and content creators from endorsing gambling advertisements
- All gambling adverts must now receive prior approval and meet strict content and placement guidelines to reduce exposure to minors and vulnerable groups
The Betting Control and Licensing Board (BCLB) in Kenya, working with several government agencies, has introduced new regulations to control gambling advertisements.
These rules follow a 30-day suspension of all gambling adverts that began on 29 April 2025. The suspension aimed to protect minors and vulnerable people from gambling addiction and harmful exposure.
The regulations were developed in collaboration with the Ministry of Interior, the Office of the Attorney General, the Communications Authority of Kenya, the Kenya Film Classification Board, and other enforcement bodies.
Under the new guidelines, gambling adverts are prohibited from featuring celebrities, influencers or content creators. This is intended to prevent the glamorisation of betting and stop gambling being linked with social success or fame.
Media owners and advertising agencies are responsible for ensuring all gambling adverts have approval from both BCLB and the Kenya Film Classification Board before they are broadcast or published.
Good to know: The Multiagency Enforcement Team includes the Kenya Revenue Authority, Directorate of Criminal Investigations, Media Council of Kenya and Financial Reporting Centre
To gain approval, gambling adverts must show the BCLB licence number, a responsible gambling message, age disclaimers, the operator’s contact details and a statement confirming regulatory authorisation.
The guidelines stated:
- Gambling adverts shall not glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling.
- There shall be no form of advertisement placed near schools, religious institutions or places frequently visited by children, such as playgrounds and shopping malls.
- Marketing communications related to gambling are prohibited unless expressly approved by the Betting Control and Licensing Board and classified by the Kenya Film Classification Board.
