Advertising expenditure by Kenya’s betting and gambling firms fell by 89% to Sh131 million in the first quarter of 2025/26, a sudden drop from Sh1.2 billion recorded in the previous quarter, the Communications Authority of Kenya (CA) reports. This sudden decline follows the implementation of stricter regulations by the Betting Control and Licensing Board (BCLB) and the Kenya Film Classification Board (KFCB).
The new rules include a ban on celebrity and influencer endorsements, mandatory KFCB approval for all gambling advertisements, and prohibitions on content that glamorizes betting or presents it as a source of income. Advertising is also restricted near schools and religious institutions and print ads for gambling are capped at 20% of available space.
In terms of specific advertising channels, television ads by gambling firms fell dramatically from Sh796 million to Sh80 million, while radio advertising saw a decrease from Sh513 million to Sh51 million. Print advertising vanished entirely, down from Sh60 million in the previous quarter. Despite the downturn in gambling advertising, other sectors have increased their advertising expenditures.
Office equipment and supplies surged 537% to Sh255 million, tourism and entertainment climbed 128% to Sh1.8 billion, and spending in the communications sector rose by 124% to Sh2.2 billion. Television remains the preferred medium for advertisers, with communications companies leading the way by investing Sh1.56 billion in Q1. Tourism, entertainment, and financial services followed closely, each spending over Sh1.2 billion.
Other sectors, such as media, personal care, and property, also contributed significantly, with each spending more than Sh950 million. In radio advertising, financial services dominated with Sh1.3 billion, followed by transport firms, which spent Sh727 million.
The CA has cautioned that the advertising landscape faces ongoing challenges, including a shift in audience focus to digital platforms, gaps in measurement and monetization, and the increasing influence of regional and vernacular markets.
