By Janet Philip
The Betting Control and Licensing Board (BCLB) has lifted the 30-day ban on gambling advertisements but introduced a new wave of strict regulations aimed at promoting responsible betting and protecting vulnerable groups, especially children.
In a statement released on May 29, the BCLB announced that celebrities, influencers, and content creators will no longer be allowed to endorse or promote gambling activities. The board emphasized that these new guidelines are designed to prevent the glamorization of betting and to ensure that gambling advertisements do not target or influence minors.
“In carrying out gambling advertisements, all media outlets shall adhere to the Code of Conduct for Media Practices, 2025,” the BCLB directed.
Under the new rules, no gambling advertisement can be aired or published without prior approval from both the BCLB and the Kenya Film Classification Board (KFCB). Advertisements are also banned from appearing near schools, religious institutions, malls, playgrounds, and other locations frequented by children.
Operators must be fully licensed before seeking advertisement approval. Every ad must now include the operator’s BCLB license number, a clear responsible gambling warning, operator details, and accessible help resources. Additionally, ads are prohibited from featuring any call to action that encourages gambling or suggesting that gambling leads to wealth or social acceptance.
This regulation marks a significant shift for the advertising and digital entertainment industries. Celebrities and internet personalities, many of whom previously profited from partnerships with betting companies, are likely to feel the impact most sharply.
The government’s move is part of a broader effort to promote responsible gaming and curb the influence of betting on young and impressionable audiences.
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