The government, through the Betting Control and Licensing Board (BCLB), has announced a new and far-reaching set of regulations governing gambling advertisements in the country.

In a press release on Friday, May 30, 2025, BCLB hailed that the updated framework is in a bid to promote responsible gambling while protecting vulnerable members of society, particularly minors and youth, from undue exposure to gambling and its associated risks.

“This suspension was instituted to allow the Board time to develop and issue comprehensive guidelines that promote responsible gambling and safeguard vulnerable members of society, especially youth and minors, from exposure to gambling and the risks of addiction,” the BCLB statement read in part.

The announcement follows a month-long suspension of all gambling advertisements across all media platforms, which began on April 29, 2025.

During this blackout period, the Board engaged in consultations and collaborated with a wide array of state agencies to develop the comprehensive strategy, which they hope will reform how gambling is marketed in Kenya.

“In pursuit of this objective, the Board collaborated closely with the Multi-Agency Enforcement Team, which includes representatives from the Ministry of Interior and National Administration, the Office of the Attorney General, the Communications Authority of Kenya (CA), the Kenya Revenue Authority (KRA), the Directorate of Criminal Investigations (DCI), the Kenya Film Classification Board (KFCB), the Media Council of Kenya (MCK), the Financial Reporting Centre (FRC), and the Board itself, operating under the auspices of the Executive Office of the President,” the release added.

Revised regulations

Under the revised regulations, any marketing communication related to gambling must receive explicit approval from the Betting Control and Licensing Board.

Furthermore, the Kenya Film Classification Board is now required to classify all gambling adverts before they can be distributed or exhibited on any platform. This dual-approval system applies to all forms of media, including television, radio, digital platforms, and print publications.

“Marketing communications related to gambling shall not be published, broadcast, or distributed unless expressly approved by the Betting Control and Licensing Board (BCLB) and classified by the Kenya Film Classification Board (KFCB) after fulfilling all stipulated requirements,” the statement read further.

It also noted that media owners and advertising agencies are now legally obligated to ensure that only content which has been approved by the board and classified by the Kenya Film Classification Board is broadcast, printed, or otherwise distributed to the public. They must also ensure that all gambling-related content strictly adheres to the newly updated Code of Conduct for Media Practice, 2025.

Physical ads

In terms of physical placement, advertisements must not appear in or around locations frequented by children and other vulnerable groups.

BCLB noted that this includes, but is not limited to, schools, places of worship, playgrounds, and shopping malls. The Board has also explicitly prohibited any form of advertising through roadshows, a method previously popular among betting firms seeking mass exposure.

“No form of gambling advertisement shall be placed near schools, places of worship, playgrounds, shopping malls, or other locations frequently visited by children.”

Use of celebrities

BCLB has also introduced a significant shift regarding the hiring of public figures to promote betting, announcing that the use of celebrities, social media influencers, and content creators for gambling promotion is no longer permitted.

“Operators must hold a valid licence issued by the BCLB before seeking advertisement approval. Gambling adverts must not glamorise betting or feature celebrities, influencers, or content creators endorsing or promoting gambling,” it added.

It coupled that with another framework that advertisements must not give the impression that gambling is a source of income or social success.

Additionally, it insisted that all promotional content must clearly display the Betting Control and Licensing Board licence number of the operator, as well as a responsible gambling message that warns of the addictive nature of betting.

Digital and social media

For digital and social media platforms, strict oversight measures have been introduced.

Platforms are now required to restrict targeted gambling advertisements, particularly in cases where the audience may include underage users.

“Social media platforms are required to restrict targeted gambling advertisements and enforce age verification mechanisms to prevent minors from accessing gambling content. The use of speed dial features and predatory gambling advertising tactics is strictly forbidden.”

Outdoor and print ads

In the realm of outdoor advertising, only digital or electronic billboards will be permitted moving forward.

Even so, operators are limited to airing a maximum of two advertisements per hour on these digital screens.

“Outdoor advertising will be limited to electronic or digital billboards only. Each operator may display a maximum of two advertisements per hour on such screens. Other forms of outdoor advertising, including wall branding, bus wraps, and street pole adverts, are prohibited,” BCLB added.

Print media will also face stricter controls. Betting firms will be allowed to place advertisements only twice per week, and these must appear exclusively within the sports section of newspapers.

At least twenty per cent of the bottom section of each advertisement must be dedicated to promoting responsible gambling, displaying the operator’s licence number, and reinforcing the legal age restriction for participation.

“Print media advertisements are restricted to a maximum of two per week and must appear only within the sports sections of newspapers. A minimum of twenty per cent of the bottom portion of the advertisement must be reserved for responsible gambling messages, the BCLB licence number, and age restrictions, with font size proportionate to the overall ad design.”

Additionally, the Board has introduced a whistleblower hotline to allow members of the public to report illegal gambling promotions, unlicensed operators, and any instances of non-compliance with the advertising code.

To reinforce these changes, the Board added that it will also strengthen licensing requirements and conduct regular audits and compliance checks across the industry.

These efforts will be carried out in coordination with other regulatory bodies, including the Media Council of Kenya, the Kenya Film Classification Board, and the Directorate of Criminal Investigations.

It also warned that betting firms which will be found breaching the guidelines may face penalties, including suspension or revocation of their operating licences.

Media houses, too, that may air non-compliant or unapproved adverts will also be sanctioned under the revised media code.

“To uphold these guidelines, the Board will enhance advertisement approval conditions and conduct regular audits and compliance checks with partner agencies. Non-compliant operators face penalties, including suspension or revocation of licences. Media houses airing unapproved or misleading gambling advertisements will be sanctioned under the Code of Conduct for Media Practice, 2025.”