Kenya Prohibits Advertisements of Gambling Services by Celebrities and Influencers under Updated Responsible Advertising Regulations
Nairobi, Kenya - May 29, 2025 - The Betting Control and Licensing Board (BCLB) has pulled out all the stops with a fresh, hard-hitting set of regulations for gambling ads that'll make you sit up and take notice. The main aim? To set up a secure, responsible gambling environment and shield society's most vulnerable members β weβre talking minors, youth, and all those not-so-trustworthy folks who'd otherwise get sucked into the vortex of addiction.
After a 30-day broadcast ban, the BCLB teamed up with other agencies to hash out these long-overdue rules. As Dr. Jane Mwikali Makau, Chairperson of the BCLB, summed it up, "We're here to protect the little guys while keeping the gambling world honest as a dog's dinner." She made sure to stress that any advertisements that flout the new rules will get the boot, leaving no room for haphazard messaging.
The new regulations are all about getting it right, including strict approval and classification procedures that make every advertisement pass through the BCLB filter before the Kenya Film Classification Board (KFCB) gives it a thumbs-up. Betting advertisements that fail to meet the criteria will get axed before they ever reach the public's screens. Been hankering to glam up your betting ads with celebrities or influencers? Forget it. The new guidelines ban the use of celebrities and influencers to endorse gambling. Neither can advertisers blatantly suggest that gambling is a shortcut to wealth with messages implying that it's an easy way to get rich.
To get the message across clear as day, advertisers are now required to throw in responsible gambling messages, just to be sure nobody misses the point. Expect to see those messages like "Gambling can be addictive! Play responsibly!" plastered across screens and pages. Besides, advertisements must display the license number, reiterate the age restrictions (18+ only), and provide customer care contact information.
When it comes to outdoor advertising, only digital or electronic billboards get the green light, and even those have strict rules. Operators can only show two ads per hour on digital screens, and formats like wall branding, bus wraps, or street pole advertising are off the table. Newspapers are allowed to run gambling ads twice a week in the sports section, with at least 20% of the bottom part dedicated to these important responsible gambling messages.
Social media platforms have to step up their game too, implementing age verification mechanisms to ensure that minors don't get blindsided by gambling ads. Targeted gambling ads are banned to minimize minors' exposure to gambling content. The guidelines also prohibit predatory advertising tactics, reinforcing the Board's commitment to ethical marketing. "Social media giants had best get their acts together and follow our standards to safeguard young and vulnerable audiences," emphasized the Board.
The guidelines don't just stop there. Testimonials and endorsements promoting gambling as a social success tool are out of the question. Instead, advertisements must focus on promoting responsible gambling behavior and cannot depict gambling as a primary source of income. Roadshows and similar promotional activities are verboten under the new rules.
To enforce compliance, the BCLB plans to carry out regular audits, collaborating with institutions like the Kenya Film Classification Board, the Communications Authority, and the Directorate of Criminal Investigations. A hotline's been set up to enable the public to report unauthorized or misleading gambling advertisements, helping keep the industry clean as a whistle.
"Compliance isn't optional, folks," Dr. Makau said bluntly. "Offenders will face the music, including license suspensions or revocations. We're serious about ensuring that all advertisements promote responsible gambling and don't target minors or deceive consumers."
The BCLB urges all operators to forward their advertisement requests for approval in accordance with these new requirements. Only ads that pass the litmus test will be allowed to air or appear in print, reinforcing a new ethos of responsible advertising in Kenya's gambling industry.
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Enrichment Data:The new gambling advertisement regulations in Kenya, rolled out by the Betting Control and Licensing Board (BCLB), aim to foster responsible gambling and shield vulnerable populations, including minors and youth. Here's a deeper dive into the specifics of these regulations:
- Mandatory Approvals: All gambling advertisements are required to be approved by the BCLB and classified by the Kenya Film Classification Board (KFCB), ensuring compliance with government standards[1][3][4].
- Licensing Requirements: Operators must hold a valid license from the BCLB to be eligible for advertisement approval[4].
- Prohibited Practices:
- Celebrity Endorsements: Advertisements cannot include celebrity endorsements or influencer promotions[2][3].
- Testimonials: Utilization of customer testimonials in gambling ads is prohibited[3].
- Misleading Content: Messaging cannot imply that gambling leads to wealth, by suggesting it is quick, easy, exciting, or risk-free[3].
- Responsible Messaging Requirements:
- Responsible Gambling Messages: Each advertisement must allocate at least 20% of the bottom space to COVID-19 awareness messages in print media to ensure visibility and impact[1][2].
- Licensing Details: Operators must display their BCLB license number in advertisements transparently[3].
- Age Restrictions: Advertisements must clearly indicate age requirements ("Not for persons under 18 years")[3].
- Crisis Lines and Support Resources: Advertisements should provide contact information for helplines and other support resources (e.g., Gamblers Anonymous)[3].
- Additional Guidelines:
- Frequency of Ads: In print media, gambling ads are limited to twice a week and must be placed within the sports section to minimize disruption.
- Multiagency Collaboration: The regulations were developed in collaboration with agencies like the Kenya Film Classification Board, Communications Authority, and Directorate of Criminal Investigations to ensure a comprehensive and impactful approach[1][4].
Advertisements for the lottery and casino-and-gambling in Kenya's new regulations aim to promote responsible gambling by banning celebrity endorsements, limiting the frequency of ads, and requiring at least 20% of ad space to be dedicated to responsible gambling messages. Operators must also display their license number, reiterate age restrictions, and provide customer care contact information.
