The Betting Control and Licensing Board (BCLB) has prohibited the use of celebrities, influencers, and content creators in gambling promotions.
The new guideline was announced alongside other new regulations in a statement to newsrooms on Friday, May 30.
The move is part of a broader initiative by the government to address the growing concern over gambling addiction in the country.
"Gambling adverts shall not glamorize betting or use celebrities, influencers and content creators to endorse or promote gambling," the statement read.
At the same time, all gambling-related advertisements must display the operator’s BCLB license number, the name and address of the gambling operator, a customer-care contact, and a responsible gambling message such as 'Gambling is addictive! Play responsibly!'
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Furthermore, all advertisements must clearly state 'Not for persons under 18 years of age' and display the phrase 'Authorized and regulated by the Betting Control and Licensing Board' at all times.
The regulations also prohibit ads that feature a direct call-to-action, such as urging viewers to place bets, or that suggest gambling is a reliable source of income or a path to social success.
"Advertisements shall not associate gambling with celebrities or social success, and shall not depict gambling as a source of income," the statement added.
The Board has also banned the use of testimonials and appearances by former winners in advertisements, citing concerns that such portrayals may mislead the public into believing that gambling guarantees financial gain.
The directive also places strict controls on digital and social media platforms; they are now required to implement age-verification mechanisms to prevent underage users from accessing gambling content.
In addition, targeted gambling advertisements must be restricted, and the use of predatory advertising tactics, such as speed dial ads, is expressly forbidden.
"All gambling advertisements shall be submitted to the Board for approval, as per the Betting Lotteries and Gaming Act CAP 131, and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification under the Films and Stage Plays Act CAP 222," the statement further read.
Media owners and advertising agencies have also been directed to confirm that any gambling-related content distributed on their platforms has received both BCLB approval and KFCB classification.
Additionally, the Board has prohibited gambling advertisements near schools, religious institutions, playgrounds, and shopping malls
"Minors should explicitly be prohibited from participating in any form of gambling activities, and therefore, gambling advertisements must not contain content that appeals to minors,” the statement noted.
Further, industry operators are now required to comply with these updated standards or risk regulatory sanctions.
"All operators are now notified to forward their advertisement requests in accordance with the guidelines provided herein to the Betting Control and Licensing Board (BCLB) for approval and thereafter to the Kenya Film Classification Board (KFCB) for classification. Take note that only approved and classified advertisements will be aired henceforth,” the Board announced.
