NAIROBI — Kenya’s gambling watchdog has imposed sweeping restrictions on betting adverts, aiming to rein in what it calls the glamorisation of gambling and curb its influence on young people.
The Betting Control and Licensing Board (BCLB) announced the new guidelines on Wednesday, capping a 30-day freeze on all gambling adverts across the country’s media platforms.
“All gambling advertisements must now be vetted and approved by the Board,” said Jane Mwikali Makau, chair of the BCLB. “We are prioritising the protection of vulnerable groups, particularly children and young adults.”
The announcement follows growing public concern about the visibility of betting campaigns, particularly those that feature celebrities and social media influencers. Under the new rules, such endorsements are banned outright.
Adverts Face New Rules and Red Tape
Gambling companies must now submit all advertising content for approval by both the BCLB and the Kenya Film Classification Board (KFCB). Any breach could lead to the suspension or even revocation of a company’s licence.
Media outlets will also be held accountable. If they broadcast or publish unapproved adverts, they risk sanctions. “Media houses must comply with the Code of Conduct for Media Practices, 2025,” Makau added.
In a clear shift, digital platforms are being ordered to install age verification systems. Meanwhile, outdoor ads have been heavily restricted limited to digital billboards with a maximum of two ads per hour. Roadshows, wall branding, bus wraps and street pole campaigns are now banned.
Print ads are also being squeezed. Betting promotions can only appear twice a week, and only in sports sections. Each ad must devote at least 20 per cent of its space to responsible gambling warnings, licensing details, and age disclaimers.
Online adverts must also include a visible BCLB licence number, contact details, and a “Not for persons under 18 years” warning.
Multiagency Backing and Presidential Oversight
The new rules weren’t drawn up in isolation. A multiagency team, including representatives from the Ministry of Interior, the Attorney General’s Office, Communications Authority, tax authorities, and criminal investigators, helped shape the guidelines. The initiative is being coordinated through the Executive Office of the President.
The BCLB says it will set up a public hotline to report rogue operators or media houses that flout the rules. Regular audits will be carried out, and penalties are expected to be steep.
Makau noted that these changes are just the start. “We’ll continue monitoring the industry. Further measures will be introduced as needed to uphold public welfare.”
A Turning Point in Kenya’s Gambling Culture?
The move marks a significant shift in how gambling is marketed in Kenya a country where mobile betting has exploded in popularity over the last decade, particularly among the youth.
While industry insiders are expected to push back against the restrictions, public health advocates have welcomed the new tone.
“It’s long overdue,” said Paul Njoroge, a Nairobi-based addictions counsellor. “The flashing lights and celebrity hype around gambling created a dangerous illusion. This move restores some balance.”
The true test, experts say, will be in how rigorously the rules are enforced and whether they begin to turn the tide on Kenya’s gambling addiction crisis.
