The Betting Control and Licensing Board (BCLB) has introduced a fresh set of stringent guidelines aimed at regulating gambling advertisements across all media platforms in Kenya.
In a statement issued Thursday, the regulator said the new measures are designed to address the growing concerns over gambling addiction and the increased exposure of young people to betting content.
This development comes after the Board imposed a 30-day suspension on all gambling-related advertisements starting April 29, 2025.
The moratorium was intended to provide time to craft policies that encourage responsible gambling and protect vulnerable populations, particularly youth and minors.
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The newly issued guidelines, developed in collaboration with a Multiagency Enforcement Team under the Executive Office of the President, introduce comprehensive restrictions on gambling promotions.
All advertisements must now receive prior approval from the BCLB and classification from the Kenya Film Classification Board (KFCB) before they can be aired, published, or displayed.
According to the statement, marketing communications related to gambling are prohibited unless explicitly approved by the Board and classified by the KFCB.
Among the new rules, all gambling advertisements must feature clear warnings such as *“Gambling is addictive! Play responsibly!”*, display valid license numbers, and avoid implying that gambling can lead to social or financial success.
The guidelines also ban endorsements by celebrities or influencers and prohibit the use of testimonials. Ads targeting minors have been outlawed, and digital platforms are now required to implement age-verification systems and limit targeted promotions.
Traditional media, including print and outdoor advertising, will face strict limitations on how often and where such ads can appear.
Roadshow marketing has been banned altogether, while outdoor advertisements are restricted to digital billboards, with a maximum of two ads permitted per hour.
The Board warned that any violation of these regulations could lead to severe penalties, including the revocation of media or operator licenses.
To enhance enforcement, the BCLB will introduce a public hotline to report non-compliant gambling advertisements and operators.
The Board emphasized that only advertisements meeting these strict new requirements will be allowed to run and signaled that further measures may be introduced in the future to ensure continued oversight of the gambling industry.
