Photo: Dr. Jane Mwikali Makau, Chairperson, Betting Control and Licensing Board
Nairobi, Kenya – May 29, 2025 — The Betting Control and Licensing Board (BCLB) has unveiled a comprehensive set of guidelines aimed at regulating gambling advertisements across all media platforms, with a strong emphasis on promoting responsible gambling and safeguarding vulnerable populations, particularly minors and youth.
This announcement follows a 30-day suspension of all gambling advertisements across media channels, during which the Board collaborated with multiple agencies to develop these new standards.
In a statement, Dr. Jane Mwikali Makau, Chairperson of the BCLB, explained, “Our objective is to promote a safe and responsible gambling environment that protects our society’s most vulnerable members while maintaining the integrity of the industry.” She emphasized that only advertisements which comply with the new guidelines will be allowed to air, underscoring the importance of responsible messaging in the sector.
The new guidelines set strict approval and classification procedures. All gambling advertisements must be submitted to the BCLB for approval and then classified by the Kenya Film Classification Board (KFCB) before distribution or broadcast. The regulations prohibit the glamorization of betting, the use of celebrities or influencers to endorse gambling, and any messaging that suggests gambling as a quick way to wealth. Advertisers are required to include responsible gambling messages, such as “Gambling is addictive! Play responsibly!” and clearly display the license number, age restrictions (not for persons under 18), and contact information for customer care.
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Outdoor advertising is also tightly regulated, with only digital or electronic billboards permitted. Each operator can display a maximum of two ads per hour on digital screens, and formats such as wall branding, bus wraps, or street pole advertising are not authorized. Print media advertising is limited to twice a week within the sports section of newspapers, with at least 20% of the bottom page dedicated to responsible gambling messages, license details, and age restrictions.
Digital and social media platforms are required to implement age verification mechanisms and restrict targeted gambling ads to prevent minors from exposure. The guidelines explicitly prohibit the use of speed dial or predatory advertising tactics, reinforcing the Board’s commitment to ethical marketing practices. “Platforms must ensure that their advertising practices align with our standards to protect young and vulnerable audiences,” stated the Board.
The guidelines also prohibit the use of testimonials, endorsements, or portrayals of gambling as a means of social success. Instead, advertisements must focus on promoting responsible gambling behavior and must not depict gambling as a primary source of income. Roadshows and similar promotional events are expressly disallowed under the new regulations.
To enforce compliance, the BCLB will conduct regular audits and collaborate with agencies such as the Kenya Film Classification Board, the Communications Authority, and the Directorate of Criminal Investigations. A dedicated hotline has been established to report any unauthorized or misleading gambling advertisements, ensuring that the public can actively participate in safeguarding the industry’s integrity.
“Enforcement is key,” emphasized Dr. Makau. “Operators who do not adhere to these guidelines will face penalties, including license suspensions or revocation. We are committed to ensuring that all advertisements promote responsible gambling and do not target minors or mislead consumers.”
The Board has urged all operators to forward their advertisement requests for approval in accordance with the new standards. Only ads that are approved and classified will be permitted to air or appear in print, reinforcing a culture of responsible marketing in Kenya’s gambling industry.