NAIROBI, Kenya – The National Assembly has passed sweeping reforms to Kenya’s gambling sector, endorsing a tough new law aimed at curbing addiction, shielding children from harmful exposure, and cracking down on illegal betting practices.
The revised Gambling Control Bill, 2023, approved by both the National Assembly and the Senate, introduces strict advertising restrictions, harsh penalties for non-compliance, and expanded regulatory powers for the government.
The legislation comes amid growing concern over rising gambling addiction—especially among youth—driven by aggressive advertising and easy access to online betting platforms.
Key Restrictions
Under the new law, celebrities and influencers will be banned from promoting gambling, while the use of public service vehicles (PSVs) for gambling ads will also be prohibited.
Billboard advertisements will be restricted from being placed near schools and other learning institutions.
In addition, any gambling advert must clearly highlight the addictive nature of gambling, include responsible gaming warnings, and state that minors are prohibited from participating.
“Portraying gambling as a quick way to make money is misleading and dangerous,” the bill states, outlawing all forms of promotional content that glamorize betting.
Advertising on television and radio will be restricted to the 10:00 pm to 6:00 am window, with exceptions allowed only for live sports broadcasts.
Promoting Responsibility
In a notable shift, the law mandates that 20% of all gambling advertisements must be devoted to promoting responsible betting practices—a provision aimed at raising awareness about addiction and encouraging safer gaming behavior.
Failure to comply with the law could result in fines of up to Sh20 million or jail terms of up to 20 years for both gambling operators and media outlets.
The law also empowers the Cabinet Secretary for Sports to determine which licensed gambling activities may be advertised and to approve the content and form of any betting-related messaging.
Industry Impact
If signed into law by President William Ruto, the bill is expected to dramatically reshape Kenya’s gambling landscape, forcing betting firms and media houses to overhaul their marketing strategies.
Analysts say the law reflects a growing political consensus around the need to balance economic gains from betting with the social costs of addiction, especially among Kenya’s tech-savvy youth population.
The Bill’s passage follows sustained lobbying by addiction recovery groups, lawmakers, and religious leaders, who have long warned of the gambling industry’s grip on vulnerable communities.