The Betting Control and Licensing Board (BCLB) has banned the use of celebrities, influencers, and content creators in gambling advertisements as part of new measures to protect vulnerable Kenyans from the risks of betting.
This announcement follows the lifting of a 30-day suspension on gambling ads that began on April 29.
“Gambling adverts shall not glamorise betting or use celebrities, influencers, and content creators to endorse or promote gambling,” the board stated in a notice on Thursday.
During the suspension, the BCLB collaborated with a multiagency team to develop new regulations aimed at promoting responsible gambling and reducing exposure to minors and other vulnerable groups.
The guidelines were created in partnership with agencies including the Ministry of Interior, Office of the Attorney General, Communications Authority of Kenya, Kenya Revenue Authority, Directorate of Criminal Investigations, Kenya Film Classification Board (KFCB), Media Council of Kenya, and the Financial Reporting Centre.
These rules seek to transform how gambling is marketed in Kenya.
New guidelines
- Gambling advertisements must not portray gambling as a source of income or link it to social success.
- All gambling ads require pre-approval from the BCLB and classification by the KFCB before distribution, ensuring compliance with the Betting, Lotteries and Gaming Act and the Films and Stage Plays Act.
- Media outlets are prohibited from airing unapproved or unclassified ads, with penalties for violations.
- Former winners are banned from appearing in gambling ads to prevent misleading the public.
- All advertisements must display the BCLB license number, include a responsible gambling message, and show the age restriction “Not for persons under 18 years of age.”
- Ads must also include the operator’s name and address, customer care contacts, and the statement “Authorised and regulated by the Betting Control and Licensing Board.”
- Calls to action or promotional hooks are prohibited. All ads should carry the message “Gambling is addictive! Play responsibly!” and must avoid content appealing to minors.
- Testimonials and jingles are banned as “worthy mentions.”
Advertising frequency and placement
- Print media ads are limited to two per week, confined to sports sections, with at least 20% of the ad space dedicated to responsible gambling messages.
- Outdoor advertising is restricted to electronic billboards, capped at two ads per hour per operator.
- Formats such as wall branding and bus wraps are prohibited.
- Roadshows promoting gambling are completely banned.
These measures aim to create a safer advertising environment and protect vulnerable populations from the harms associated with gambling.
