Kenya Enforces Stricter Advertising Regulations on Gambling Sector

In a decisive move to regulate the rapidly expanding gambling industry, Kenya’s Betting Control and Licensing Board (BCLB) has introduced a comprehensive ban on the promotion of gambling through influencers, celebrities, and content creators. While this policy may significantly impact the country’s lucrative betting endorsement market, government officials emphasize that such measures are crucial for establishing a sustainable and responsible gambling environment. They argue that these restrictions are a vital component of a broader strategy to safeguard public interests and promote a well-regulated gaming sector.

Expanded Regulations Cover All Advertising Formats

On May 29th, the Kenyan government announced a new set of rules following the temporary 30-day ban on gambling advertisements. This move signals a shift toward more stringent oversight, aiming to curb irresponsible gambling practices and protect vulnerable groups, including minors. The reinstatement of gambling promotions across various media channels now operates under tighter regulatory standards designed to prevent youth exposure and promote responsible advertising.

Under the new guidelines, gambling companies are barred from linking their brands to notions of wealth or success, and endorsements by prominent personalities are no longer permitted in promotional campaigns. All advertisements must undergo a thorough review process, being pre-approved by the BCLB and subsequently rated by the Kenya Film Classification Board (KFCB). This process applies equally to traditional media outlets and digital platforms, ensuring consistent enforcement across all channels.

Furthermore, media outlets and broadcasters are now required to verify that all gambling advertisements on their platforms have received official approval from both regulatory bodies. Failure to comply with these directives could lead to severe penalties. Additionally, promotional content is prohibited near schools, churches, playgrounds, and other locations frequented by children. All marketing materials must adhere to established guidelines to ensure responsible advertising practices.

Kenya’s Commitment to Strengthening Gambling Regulations

This regulatory push aligns with Kenya’s ongoing efforts to exercise greater control over a sector that is evolving rapidly and becoming increasingly sophisticated. Authorities are particularly concerned about the rising incidence of youth gambling, fueled by the widespread use of smartphones, 24/7 access to betting websites, and aggressive online marketing strategies employed by operators.

Dr. Jane Makau, Chair of the BCLB, has highlighted that tightening regulations is not merely about advertising ethics but also a matter of public health. She announced the formation of a multi-agency task force tasked with overseeing the implementation of these reforms. This team will be responsible for enforcing compliance, cracking down on illegal operators, ensuring tax collection, and monitoring the overall health of the gambling ecosystem.

While the new restrictions may temporarily disrupt income streams for local content creators and influencers, the government remains committed to its stance: gambling advertisements should not promote or glamorize risk-taking behaviors. As these regulations are gradually enforced, Kenya’s advertising landscape is already undergoing a transformation-one that aims to foster a safer and more responsible gambling environment for all citizens.