Kenya introduces stricter rules for gambling ads after 30-day halt
On April 29, Kenya’s Betting Control and Licensing Board (BCLB) stopped all gambling ads nationwide for 30 days. This sudden pause aimed to slow down the normalisation of betting and gave officials time to set new advertising guidelines. Now that the ban has ended, the BCLB has rolled out detailed policies to support safe gambling and safeguard at-risk groups, children, and young people.
Rules for getting ads approved and categorised
Under the updated rules, gambling ads cannot air or be published unless the BCLB gives prior approval, and the Kenya Film Classification Board (KFCB) assigns them a formal rating. To gain these approvals, operators need to meet the requirements outlined in two laws: the Betting, Lotteries and and the . Operators must provide all advertisement materials in advance to both authorities and proceed with broadcasting or publishing after receiving clearance certificates.
Limits on advertisement content
The rules ban showing gambling as exciting or without risks. Advertisements cannot include celebrity endorsements, influencers, or customer testimonials. Marketing content must avoid suggesting that betting brings money, achievements, or popularity. By removing dream-like images and personal achievement stories, the BCLB seeks to shape gambling as a controlled activity and not a guaranteed way to get rich.
Display and messaging rules
Every advertisement must display the operator’s BCLB licence number. The phrase “Not for persons under 18 years” needs to appear in the ad, either on-screen or in text, along with a responsible gambling message. Operators must also include correct contact details, like a customer care number. They must confirm that their gambling service is “authorised and regulated by the BCLB.” These steps aim to maintain transparency and provide support options to help those who might face harmful gambling behaviour.
Restrictions on outdoor ads and roadshow prohibition
The new rules put stricter limits on outdoor advertising. Gambling content can appear on digital billboards. Each billboard is allowed a maximum of two gambling ads per hour. The BCLB has banned roadshows, saying they might draw in people walking by without much thought. By restricting outdoor ads to specific digital platforms and limiting how often they can appear, the regulators want to lower public exposure to gambling-related messages in open areas.
Duties of media outlets and agencies
Media organisations and ad agencies must ensure every gambling ad they print, or air has valid authorisation. They can face penalties if they share unapproved material. Gambling-focused digital platforms must also take extra care. They need to use strong age checks to block anyone under 18 from seeing their ads. These laws make both creators and distributors responsible for following the rules.
Oversight and enforcement
Jane Mwikali Makau, the BCLB chairperson, highlighted how the guidelines were developed. A Multiagency Enforcement Team helped create the code of conduct. It included representatives from organisations such as the and the Ministry of Interior.
- The Attorney General’s Office
- The Communications Authority
- Kenya Revenue Authority
- Criminal Investigations Directorate
- Media Council of Kenya
- Financial Reporting Centre
The Executive Office of the President oversees all these agencies. Makau emphasised, “All media outlets must follow the Code of Conduct for Media Practices 2025 when sharing gambling advertisements.” Regular inspections and undercover evaluations will help the BCLB, and its partners identify any violations through joint efforts.
Safeguarding minors and at-risk groups
The new laws aim to protect minors, as gambling ads have reached more young people in recent years. Research shows that seeing betting ads can lead to bigger chances of addiction. The BCLB plans to reduce gambling among underage people by using age verification and warning labels like “Not for persons under 18 years.” These measures are meant to lower gambling’s adverse effects on society.
Industry readiness
Operators now know the steps they need to take to restart advertising, though the schedule leaves little time. Every license holder must resubmit their current campaigns for dual approval within 14 days after the ban is lifted. The same review process will apply to new marketing content. The BCLB states that it will review and process applications within seven working days, provided all technical and content requirements are met.
Kenya’s updated gambling ad rules show a clear move toward stricter control and better protection for consumers. The BCLB and other related agencies aim to create a betting environment that promotes responsibility while addressing public health concerns. People can now see ads for sports betting, lotteries, and 바카라s again, but after they pass a strict review process meant to protect minors and at-risk adults from harmful influence.
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