NAIROBI, Kenya— The Betting Control and Licensing Board (BCLB) has unveiled new guidelines to regulate gambling advertisements across all media platforms in Kenya.
The regulator in a statement asserted that the move is anchored on curbing rising concerns over gambling addiction and youth exposure.
This follows the Board’s suspension of all gambling advertisements for 30 days, a directive that took effect on April 29, 2025.
The moratorium was aimed at allowing the Board to craft policy aimed at promoting responsible gambling and safeguarding vulnerable members of the society particularly youth and minors from exposure to gambling and related addiction.
The newly released guidelines, developed in collaboration with a Multiagency Enforcement Team under the Executive Office of the President, impose strict requirements on all forms of gambling advertising.
All advertisements must now be approved by the BCLB and classified by the Kenya Film Classification Board (KFCB) before they can be published or aired.
“Marketing communications related to gambling are prohibited unless expressly approved by the Betting Control and Licensing Board and classified by the Kenya Film Classification Board,” read the statement by BCLB in part.
Among the new restrictions, gambling adverts must display clear warnings such as “Gambling is addictive! Play responsibly!”, include license numbers, prohibit endorsements by celebrities or influencers, and avoid any association with social success or income generation.
Advertisements targeting minors or using testimonials have also been outlawed.
Likewise,digital platforms are now required to implement age-verification tools and restrict targeted gambling promotions, while traditional media including print and outdoor advertising face tight controls on frequency, placement, and content.
Similarly, the Board has banned roadshow marketing altogether and restricted outdoor advertising to digital billboards, with a maximum of two adverts per hour.
Violators including media houses face potential license revocation and penalties.
A dedicated hotline will also be introduced to allow the public to report non-compliant gambling advertisements and operators.
The Board has emphasized that only advertisements that meet the strict new criteria will be allowed to run, with more measures expected in the future to ensure continued oversight of the industry.
