Kenya’s Betting Control and Licensing Board (BCLB) has introduced strict new rules that will change how gambling is advertised in the country. One of the most notable changes is the ban on celebrities, influencers, and content creators from promoting betting services.
This decision was made after a 30-day suspension on all gambling ads came to an end. During that time, the government, through BCLB and a Multiagency Enforcement Team, developed new guidelines aimed at protecting young people and promoting responsible gambling.
What Are the New Gambling Ad Rules?
According to BCLB, any gambling advertisement must now be approved by BCLB and classified by the Kenya Film Classification Board (KFCB) before it can be shown anywhere, whether it’s on TV, radio, billboards, or online. Media companies must make sure the ads meet all the new standards before airing them.
Here are the key points you need to know:
- No gambling ads near schools, places of worship, playgrounds, or shopping malls basically anywhere children might be present.
- Gambling operators must be licensed by BCLB before applying for ad approval.
- Celebrity endorsements are banned. No influencers, actors, musicians, or public figures can be used to promote gambling.
- Ads should not make gambling look glamorous or link it to success or wealth.
- All ads must clearly show the BCLB license number, age restrictions (18+), a responsible gambling message like “Gambling is addictive! Play responsibly!”, and a customer care number.
- Every ad must also say “Authorized and regulated by the Betting Control and Licensing Board.”
- No ads should include a call to action or present gambling as a way to make money.
Why This Matters
The Kenyan government says these rules are meant to protect young people from gambling addiction and limit how often people are exposed to betting messages. Over the years, gambling has become a serious issue, especially among youth, with flashy ads and celebrity promotions making it look fun and easy to win. The new rules aim to change that by making advertising more serious, regulated, and informative.
By Yockshard Enyendi