Kenya has rolled out strict new rules that bar celebrities, influencers, and content creators from appearing in or endorsing betting and gambling advertisements.
The regulations, issued under the Gambling Control (Advertising) Regulations, 2026, are aimed at curbing rising gambling addiction rates, particularly among young people, and tightening control over how betting companies market their services.
The rules are enforced by the Gambling Regulatory Authority, formerly the Betting Control and Licensing Board (BCLB).
Under the new framework, musicians, actors, comedians, social media influencers, and other public figures are no longer allowed to feature in betting adverts or promote gambling products in any form.
The restrictions also extend to individuals who have previously won large jackpots or have been associated with betting success stories.
Regulators say the move is meant to remove the influence of public personalities from gambling marketing, which has for years been a key strategy used by betting firms to attract customers.
In addition to the celebrity ban, the regulations introduce strict guidelines on how gambling companies can advertise.
Betting adverts are now prohibited from suggesting that gambling is a source of income or a pathway to financial success. They are also barred from associating betting with luxury lifestyles, fame, or personal achievement.
The rules further restrict broadcast timing, with gambling adverts banned on television and radio between 6:00 a.m. and 10:00 p.m., a move aimed at limiting exposure during peak viewing hours.
The new law carries stiff penalties for non-compliance. Betting firms that violate the regulations risk fines of up to Sh20 million, imprisonment of up to 20 years, or both.
Authorities say the harsh penalties are intended to ensure full compliance from operators in a sector that has historically been heavily marketed and loosely regulated.
The crackdown comes amid growing concern over the rise in gambling activity across the country, particularly among young Kenyans who engage in online betting through mobile platforms.
Regulators say aggressive marketing campaigns, often fronted by celebrities and influencers, have played a major role in normalising gambling and encouraging risky behaviour.
Officials argue that removing celebrity endorsements from gambling adverts will help reduce the appeal of betting, especially among impressionable audiences.
The new regulations are expected to significantly reshape Kenya’s betting industry, which has relied heavily on celebrity-driven marketing for years.
The Gambling Control (Advertising) Regulations, 2026 represent one of the most aggressive interventions yet in Kenya’s gambling sector.
