NAIROBI — Kenya has unveiled sweeping new rules to control how gambling is advertised in the country. The government says the changes are meant to protect children and curb risky betting habits.
Celebrities, influencers and social media personalities will no longer be allowed to appear in betting adverts. That’s just one of several tough new restrictions announced by the Betting Control and Licensing Board (BCLB) on Friday.
“We are drawing a firm line,” said BCLB chairperson Dr Jane Makau. “Gambling must not be marketed as a shortcut to success or glamorised through popular faces.”
All gambling ads will now need prior approval from the BCLB. Once approved, the ads must also be classified by the Kenya Film Classification Board before going public. The goal, Makau said, is to tighten oversight and limit exposure—especially to underage audiences.
Keeping Ads Away from Children
Under the new rules, gambling adverts will be banned near schools, churches, mosques, playgrounds, shopping malls, and other areas where children gather. Outdoor advertising has been restricted to digital billboards, and even those will only be allowed to run two ads per hour.
Wall branding, bus wraps, building signage and road shows have been completely outlawed.
In print media, ads will be allowed just twice a week—and only within the sports pages.
Online, platforms must implement age checks to keep minors from seeing gambling promotions. Ads must also include warnings about addiction and clearly state: “Not for persons under 18 years of age.”
No More “Winning Smiles”
The use of testimonials or “former winners” in adverts has also been outlawed. The Board said these can create false hope and mislead viewers into thinking that gambling is a reliable way to make money.
Makau was clear: “Gambling is not a guaranteed way to earn. We must strip away the illusion that it’s easy money.”
Going forward, every ad must carry the operator’s name, address, customer care number, and a BCLB registration number. They are also required to include a cautionary line: “Gambling is addictive! Play responsibly.”
No ad may suggest that betting leads to wealth, social status or personal achievement.
Policing the Rules
The BCLB, in collaboration with other government bodies, will begin regular checks to ensure the new rules are followed. Any operator found breaking them risks suspension or even permanent loss of their licence.
The move follows growing concern about the rise in gambling among Kenyan youth. A 2024 report by the National Campaign Against Drug Abuse (NACADA) warned that betting addiction among young people was a “ticking time bomb,” with many turning to gambling out of desperation or peer pressure.
Makau hinted that more restrictions may be on the way. “This is just the beginning,” she said. “We are watching the industry closely and will keep updating our policies to protect the public.”
