The Betting Control and Licensing Board (BCLB) has issued a sweeping directive banning the use of celebrities, influencers, and content creators in gambling advertisements across Kenya. This bold move, officially announced in a press release dated May 29, 2025, aims to curb the glamorization of betting and safeguard vulnerable populations, particularly the youth and minors.
According to BCLB Chairperson Dr. Jane Makau, all gambling advertisements must now be submitted to the BCLB for prior approval and then forwarded to the Kenya Film Classification Board (KFCB) for classification. No gambling advert will be allowed to air, be published, or distributed without undergoing this two-step vetting process.
No More Glamour in Gambling Promotions
“Gambling adverts SHALL NOT glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling,” the Board firmly stated in its public notice.
The BCLB gambling ad ban marks a major policy shift and is part of a broader regulatory crackdown aimed at promoting responsible gambling in Kenya. These new advertising guidelines are also designed to protect the moral and mental wellbeing of Kenyan youth, many of whom have been increasingly targeted by flashy gambling promotions on TV, radio, social media, and outdoor platforms.
Key Provisions of the BCLB Directive
The updated Kenya gambling regulation 2025 comes with a set of stringent conditions that all gambling operators must comply with, or risk losing their licenses. Some of the most impactful provisions include:
- Ban on celebrity endorsements: No celebrities, influencers, or content creators are allowed to appear in gambling adverts or participate in promotional campaigns.
- No glamorization of betting: Gambling ads must not portray betting as fashionable, glamorous, or a pathway to instant success.
- Age restriction clarity: All ads must clearly display the minimum legal gambling age — “Not for persons under 18 years of age.”
- Responsible gambling message: Every advertisement must carry a visible warning: “Gambling is addictive! Play responsibly” along with the statement “Authorised and regulated by the Betting Control and Licensing Board.”
- Call-to-action ban: Adverts shall not include any direct calls to action such as “Play now”, “Join today”, or “Win big”.
- No income claims: Ads must not depict gambling as a source of regular income or financial success.
- Former winners barred: Featuring previous winners in ads is now strictly prohibited, as this can create a misleading impression of guaranteed success.
- No testimonials: The use of personal testimonials or success stories in gambling promotions is banned.
Where Gambling Ads Are No Longer Allowed
In a bid to keep gambling messaging away from children and other vulnerable populations, the BCLB has also imposed strict geographical restrictions on where betting ads may appear.
- No gambling ads near schools, playgrounds, religious institutions, or areas frequented by minors like shopping malls.
- No wall branding or building wraps, bus advertisements, or street pole banners.
- No roadshows or promotional marketing via branded vehicles.
- Print media limits: Gambling ads are only permitted twice a week, and strictly within the sports sections of newspapers.
- Outdoor ads are now restricted to electronic billboards only, with each operator allowed a maximum of two ads per hour.
Digital Platforms Face New Responsibilities
Online gambling operators and digital advertisers are not spared. The new guidelines call for social media platforms and digital ad providers to enforce age-verification mechanisms to prevent minors from being exposed to gambling content. The BCLB emphasized that targeted advertising must be tightly controlled and must not reach underage users.
Operators are required to include detailed information in their digital ads, including:
- BCLB license number
- Name and address of the operator
- Active customer care contact information
- Warning about the addictive nature of gambling
Enforcement and Penalties
To ensure full compliance, the BCLB has announced that it will be partnering with other regulatory bodies to carry out regular audits and reviews of all gambling advertisements. Operators found to be in violation of the new rules face serious consequences, including:
- Suspension of licenses
- Revocation of licenses
- Potential legal action and fines
“The Board will continue to evaluate the gambling industry and issue additional guidelines to promote responsible gambling and safeguard punters,” said Dr. Makau in the press briefing.
Why This Ban Matters
Gambling has become a hot-button issue in Kenya, with youth and low-income earners increasingly drawn into betting, often under false impressions created by persuasive and glamourous advertisements. The new BCLB gambling ad ban is a significant step toward restoring balance and reducing the social harms associated with irresponsible gambling promotions.
The crackdown reflects global trends where regulators are increasingly limiting the use of high-profile endorsements in gambling and sports betting. Countries like the UK and Australia have introduced similar rules to protect children and vulnerable individuals from being misled by the perceived success stories of gambling.
Public Reactions and Industry Response
While the new rules are being applauded by child protection groups and mental health advocates, they are expected to cause ripples in the advertising and gambling industries. Influencers and content creators who previously partnered with betting firms may now have to pivot their branding strategies.
Some industry players argue that the restrictions could affect revenue streams and partnerships, but others acknowledge the importance of protecting the public, especially young Kenyans, from the potential dangers of unchecked gambling.
Final Word
As Kenya tightens its grip on gambling advertisements, the BCLB’s message is clear: Gambling is not entertainment for everyone, and promoting it must come with responsibility, transparency, and regulation.
Operators, advertisers, and media platforms must now align their content with the new regulatory framework or risk penalties that could include permanent bans.
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