The Kenyan government, through the Betting Control and Licensing Board (BCLB), has outlawed the use of celebrities, influencers, and content creators in the promotion of gambling brands.
The announcement, made on May 29, comes as part of a new set of regulations aimed at curbing irresponsible gambling and shielding vulnerable groups—especially youth and children—from the growing impact of betting advertisements.
This move follows the lifting of a one-month suspension on gambling ads across media platforms. The suspension had been put in place to allow for a comprehensive review of advertising standards in the gambling sector.
Under the new directives:
-
All gambling advertisements must be vetted by BCLB and classified by the Kenya Film Classification Board (KFCB) before being broadcast or published.
-
Media houses are required to adhere strictly to the 2025 Code of Conduct for Media Practices.
-
Ads must include critical information such as the BCLB license number, a responsible gambling message, the operator’s name and address, and a customer service number.
-
All ads must prominently display the phrase, “Authorised and regulated by the Betting Control and Licensing Board.”
Additionally, the BCLB has prohibited betting promotions in or near schools, religious institutions, playgrounds, and shopping malls to limit exposure to children.
Crucially, gambling ads are now forbidden from implying that betting is a path to wealth or fame. Associating gambling with celebrities or portraying it as a reliable income source is also banned.
This crackdown deals a major blow to public figures and digital creators who had found a lucrative stream of income in partnering with betting companies. The decision comes amid a sharp rise in gambling participation among Kenya’s tech-savvy youth, driven by easy internet access and aggressive digital marketing.
The BCLB says the tougher rules are necessary to ensure gambling is practiced responsibly and within ethical boundaries.
