NAIROBI, Kenya — The Kenyan government, through the Betting Control and Licensing Board (BCLB), has implemented a series of stringent measures governing gambling advertisements. These regulations aim to foster responsible gambling practices and shield minors from potential exploitation.
In a press statement issued on Friday 30, May 2025, BCLB chairperson Dr. Jane Makau announced that all gambling advertisements will now be subject to a two-tiered approval process, requiring submission to the Board before being forwarded to the Kenya Film Classification Board (KFCB) for classification prior to public dissemination.
The new guidelines explicitly prohibit the placement of gambling advertisements in close proximity to educational institutions, religious establishments, and areas frequently visited by children, such as playgrounds and shopping centers.
Furthermore, the BCLB has banned the use of celebrities, influencers, and content creators to endorse or promote gambling activities.
Moving forward, all gambling advertisements must prominently display a BCLB license number, the operator’s name and address, a customer-care contact, and crucially, must refrain from including any call-to-action messages or portraying gambling as a source of income or associating it with celebrity endorsements or social success.
The regulations further stipulate that advertisements cannot feature testimonials and must clearly state the minimum age requirement: “not for persons under 18 years of age.”
Each advertisement is also mandated to carry a responsible gambling message: “‘Gambling is addictive! Play responsibly” and must continuously display the words “authorised and regulated by the Betting Control and Licensing Board.”
Social media platforms will now be required to implement restrictions on targeted gambling advertisements and enforce age verification mechanisms to prevent minors from accessing gambling-related content.
Advertisements must also explicitly indicate the addictive nature of gambling and provide clear warnings to consumers regarding the potential risks involved.
Additionally, the featuring of former winners in advertisements is now prohibited, as it can create a deceptive impression of easily attainable winnings.
Outdoor advertising will be limited to electronic billboards only, with each operator permitted to display a maximum of two advertisements per hour. The Board has also disallowed wall branding, building branding, bus wraps, street pole advertising, and marketing of gambling through roadshows.
In print media, operators are restricted to advertising a maximum of two times per week within the sports section.
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To ensure adherence to these new rules, the BCLB, in collaboration with other relevant agencies, will conduct regular audits to monitor advertising practices.
The Board chair emphasized that entities found to be in violation of these guidelines will face penalties for non-compliance, including potential suspension or revocation of their licenses.
“The Board will continue to evaluate the gambling industry and issue additional guidelines to promote responsible gambling and safeguard punters,” Makau affirmed.
