The Betting Control and Licensing Board (BCLB) has introduced strict new regulations banning the use of celebrities, influencers, and content creators in all gambling advertisements within Kenya.
Table of Contents:
Why the New Ban?
The move, announced on Friday, May 30, is part of a broader government effort to address the growing issue of gambling addiction in the country. BCLB stated:
“Gambling adverts shall not glamorize betting or use celebrities, influencers, and content creators to endorse or promote gambling.”
New Advertising Requirements
Under the new rules, all gambling ads must clearly display the following:
- BCLB license number
- Name and address of the gambling operator
- Customer-care contact
- A responsible gambling message (e.g., “Gambling is addictive! Play responsibly!”)
Additionally, advertisements must contain the phrase: “Not for persons under 18 years of age” and “Authorized and regulated by the Betting Control and Licensing Board.”
Read also:Kenya Suspends All Gambling Ads: What Happens Next for Betting Companies?
Prohibited Advertising Practices
Among the newly outlawed tactics are:
- Use of former winners or testimonials in adverts
- Any form of content suggesting gambling is a reliable income source
- Direct call-to-action like urging viewers to bet immediately
- Predatory digital ads, including speed dial campaigns
Digital Media Regulations
Social media platforms and digital advertisers must now implement age-verification systems to prevent underage users from accessing gambling-related content. Targeted ads must be strictly controlled to avoid reaching minors.
Ad Placement Restrictions
Operators are barred from placing ads near:
- Schools
- Playgrounds
- Religious institutions
- Shopping malls
Approval Process & Enforcement
All gambling ads must be approved by the BCLB and classified by the Kenya Film Classification Board (KFCB). Failure to comply will attract severe regulatory sanctions.
“Only approved and classified advertisements will be aired henceforth,” the BCLB warned media outlets and advertisers.
For full compliance details, visit the official Betting Control and Licensing Board website.
