The Betting Control and Licensing Board (BCLB) has introduced stringent regulations to govern gambling advertisements, banning the use of celebrities, influencers, and content creators to curb the glamorization of gambling.
New Advertising Restrictions
In a statement issued on May 29, 2025, the Board outlined several strict measures aimed at protecting vulnerable groups, especially minors and youth:
- No endorsements: Gambling ads must not feature celebrities, influencers, or content creators.
- Approval required: All gambling adverts must be submitted to the BCLB and the Kenya Film Classification Board (KFCB) before publication.
- No misleading portrayal: Ads should not depict gambling as a glamorous activity or a source of income.
Restrictions on Gambling Advertisements
The BCLB has prohibited gambling ads in certain locations and imposed limitations on outdoor and media advertising:
- Prohibited locations: Ads must not appear near schools, religious institutions, playgrounds, and shopping malls.
- Outdoor advertising: Only electronic billboards are allowed, limited to two ads per hour per operator.
- Print media: Gambling operators may advertise twice per week in the sports section.
- No road shows: The use of wall branding, bus wraps, street pole advertising, and building branding for gambling promotion is banned.
Responsible Gambling Measures
To promote responsible gambling, all advertisements must include:
- A warning message: “Gambling is addictive! Play responsibly.”
- A clear age restriction: “Not for persons under 18 years of age.”
- No call-to-action messages or testimonials from former winners.
Additionally, social media platforms must restrict targeted gambling ads and implement age verification mechanisms to prevent minors from accessing gambling content.
Compliance and Penalties
To enforce these new rules, regular audits will be conducted, and any operator found violating them may face:
- Suspension or revocation of their gambling license.
- Further policy adjustments to strengthen responsible gambling.
BCLB chairperson Dr. Jane Makau emphasized that the Board will continue evaluating the gambling industry and updating policies to ensure ethical advertising and protect consumers.
