New regulations end 30-day advertising suspension with strict guidelines targeting youth protection
NAIROBI, Kenya – The Kenyan government has implemented a comprehensive ban on celebrity and influencer endorsements of gambling activities as part of sweeping new regulations that came into effect following a month-long suspension of all gambling advertisements.
The Betting Control and Licensing Board (BCLB) announced the permanent prohibition on celebrity and social media influencer gambling promotions as gambling advertisements resumed on May 30, 2025, after a 30-day suspension that began April 29.
BCLB Chairperson Jane Mwikali Makau declared that the new guidelines represent a fundamental shift in how gambling is marketed in Kenya, with protecting young people from gambling addiction as the primary focus.
“Operators are not allowed to use celebrities, social media influencers, or former winners to promote gambling,” Makau stated during the announcement of the new regulations.
“No gambling ad will be allowed unless it has been approved by the BCLB and classified by the KFCB.”
Multi-Agency Enforcement Framework
The enforcement of these new rules will involve unprecedented coordination between multiple government agencies, including the Ministry of Interior, the Office of the Attorney General, the Communications Authority of Kenya, Kenya Revenue Authority, Directorate of Criminal Investigations, Kenya Film Classification Board, Media Council of Kenya, and the Financial Reporting Centre.
Under the new system, all gambling advertisements must undergo a two-stage approval process. First, they must be submitted to the BCLB for approval under the Betting Lotteries and Gaming Act, then forwarded to the Kenya Film Classification Board for content classification under the Films and Stage Plays Act.
Strict Content and Placement Restrictions
The regulations introduce severe limitations on where and how gambling can be advertised.
Gambling advertisements are now completely banned near schools, religious institutions, playgrounds, shopping malls, and other locations frequented by children.
For outdoor advertising, operators may only use digital or electronic billboards, with a strict limit of two advertisements per hour.
Print media gambling ads are restricted to sports sections of newspapers, with only two placements permitted per week.
The government has completely prohibited gambling advertisements through roadshows.
Mandatory Warning Messages and Compliance Requirements
All approved gambling advertisements must prominently display specific warning messages and compliance information. Each ad must include:
- The BCLB license number
- The warning “Gambling is addictive! Play responsibly!”
- Age restriction stating gambling is not for anyone under 18
- The operator’s name and physical address
- A customer care contact number
- The message “Authorized and regulated by the Betting Control and Licensing Board”
Digital Platform Obligations
Social media companies operating in Kenya must now restrict gambling advertisements to verified adult audiences and ensure full compliance with the new regulations.
Online betting platforms are required to install age verification systems before users can access gambling content.
The regulations also prohibit speed dial options and what authorities term “aggressive, predatory messaging” in gambling advertisements.
Content Restrictions Target Glamorization
The new guidelines specifically prohibit any advertising that glamorizes gambling or presents it as a quick path to wealth.
Advertisements cannot feature testimonials or present gambling as a means to achieve personal success or social status.
All call-to-action messages encouraging viewers to place bets are banned, marking a significant departure from previous advertising practices that often included direct betting prompts.
Industry Response and Compliance Timeline
The gambling industry had been operating under a complete advertising blackout since late April, when the BCLB cited concerns over the “rampant airing” of gambling advertisements during the 5am-10pm watershed period and excessive exposure of gambling content to vulnerable populations.
Media houses are now required to verify that all gambling advertisements they air or publish have received both BCLB approval and KFCB classification before broadcast or publication.
All advertising must also comply with the newly introduced Code of Conduct for Media Practices, 2025.
Public Health Focus
The regulatory overhaul reflects growing government concern about gambling addiction rates in Kenya, particularly among young people.
The 30-day suspension was implemented to allow authorities to develop comprehensive guidelines focused on promoting responsible gambling practices.
“The changes are meant to promote safe gambling and protect the vulnerable, especially the youth,” Makau emphasized, noting that all gambling operators must now submit advertisement requests for dual approval before any content can be distributed.
The ban on celebrity and influencer endorsements represents one of the most significant restrictions, as these marketing strategies had become increasingly popular among gambling operators seeking to reach younger demographics through social media platforms.
Enforcement and Penalties
While specific penalties for violations were not detailed in the announcement, the multi-agency enforcement framework suggests serious consequences for non-compliance.
The involvement of the Directorate of Criminal Investigations indicates potential criminal charges for violations of the new advertising standards.
The Financial Reporting Centre’s inclusion in the enforcement team suggests authorities will also monitor the financial aspects of gambling advertising to ensure compliance with money laundering and financial crime prevention measures.
Regional Implications
Kenya’s comprehensive approach to gambling advertising regulation positions the country as a leader in responsible gambling advocacy in East Africa.
The celebrity and influencer ban, in particular, addresses modern marketing techniques that traditional advertising regulations had not previously covered.
The new framework requires continuous monitoring and reporting, with the BCLB maintaining oversight of all gambling advertising content while working with partner agencies to ensure comprehensive enforcement across all media platforms.
As gambling advertisements return to Kenyan media under these strict new guidelines, the industry faces a dramatically different regulatory landscape that prioritizes public health and youth protection over promotional freedom.
