Blow To Content Creators As BCLB Enforces Tough Rules On Gambling Ads

Gambling advertisements will resume in Kenya, but under strict new guidelines aimed at protecting the public, especially young people, from the risks of gambling addiction.

This follows a 30-day suspension of all gambling ads that began on April 29, 2025, by the Betting Control and Licensing Board (BCLB). The pause allowed the Board to come up with new advertising rules focused on promoting responsible gambling.

BCLB Chairperson Jane Mwikali Makau announced that the resumption of gambling advertisements will involve tight regulation and monitoring. Multiple government agencies will work together to enforce the rules. These include the Ministry of Interior, the Office of the Attorney General, the Communications Authority of Kenya (CA), Kenya Revenue Authority (KRA), Directorate of Criminal Investigations (DCI), Kenya Film Classification Board (KFCB), Media Council of Kenya (MCK), and the Financial Reporting Centre (FRC).

“No gambling ad will be allowed unless it has been approved by the BCLB and classified by the KFCB,” said Makau.

Under the new guidelines, all gambling advertisements must first be submitted to the Betting Control and Licensing Board (BCLB) for approval, in line with the Betting Lotteries and Gaming Act (CAP 131). Once approved, the advertisements will be forwarded to the Kenya Film Classification Board (KFCB) for content classification, as required under the Films and Stage Plays Act (CAP 222). Media houses are expected to ensure that all gambling ads they air or publish have received both BCLB approval and KFCB classification. In addition, all advertisements must comply with the newly introduced Code of Conduct for Media Practices, 2025.

Gambling advertisements will not be allowed near schools, religious institutions, playgrounds, shopping malls, or any other locations commonly frequented by children. Outdoor advertising will be restricted to digital or electronic billboards, and even then, operators may only display two ads per hour on these platforms. In print media, gambling ads will only be permitted within the sports sections of newspapers and will be limited to two placements per week. The Board has also completely banned gambling advertisements through roadshows.

All approved gambling advertisements must clearly display the BCLB license number and carry a warning message stating: “Gambling is addictive! Play responsibly.” They must indicate that gambling is not intended for anyone under the age of 18. Additionally, each ad must include the name and physical address of the betting operator, as well as a customer-care contact number. At all times, the ads must also contain the message: “Authorized and regulated by the Betting Control and Licensing Board.”

The guidelines prohibit any form of advertising that glamorizes gambling or portrays it as a quick way to gain wealth. Operators are not allowed to use celebrities, social media influencers, or former winners to promote gambling. Ads must not feature any call-to-action messages that encourage viewers to place bets. They should also avoid using testimonials, and must not present gambling as a means to achieve personal success or social status.

On digital platforms, social media companies must restrict gambling advertisements to verified adult audiences and ensure compliance with all new regulations. Online betting platforms are now required to install age verification systems before users can access gambling content. The use of speed dial options and aggressive, predatory messaging in gambling ads has also been outlawed.

Makau stressed that the changes are meant to promote safe gambling and protect the vulnerable, especially the youth.

“All gambling operators are now required to submit their advertisement requests to BCLB for approval, and then to KFCB for classification,” she said. “Only ads that follow these rules will be allowed on air or in print.”