Kenyan content creators, celebrities, and influencers have been targeted by the Betting Control and Licensing Board (BCLB), domiciled under the Office of the President which has banned them from endorsing or promoting gambling.
BCLB issued the directive while announcing the restoration of gambling advertisements across all media platforms, which had been suspended for 30 days pending the realignment of regulations.
On April 29, 2025, the board suspended all gambling advertisements across media platforms for 30 days, promising to issue new guidelines during this period.
In collaboration with a Multiagency Enforcement Team which includes the Ministry of Interior and National Administration, the Office of the Attorney General, the Communications Authority of Kenya (CA), the Kenya Revenue Authority (KRA), the Directorate of Criminal Investigations (DCI), the Kenya Film Classification Board (KFCB), the Media Council of Kenya (MCK), and the Financial Reporting Centre (FRC)—the Board has now unveiled stringent rules aimed at curbing the glamorization of gambling.
BCLB Bans celebrities, content creators and influencers from promoting gambling
Under the updated guidelines, celebrities, influencers, and content creators have been prohibited from any form of gambling endorsement.
Popular social media figures have previously played a central role in driving gambling campaigns.
“Gambling adverts shall not glamorize betting or use celebrities, influencers and content creators to endorse or promote gambling,” read part of the statement.
Also, marketing communications related to gambling are prohibited unless they have been approved by BCLB and classified by the Kenya Film Classification Board (KFCB).
Also Read: Govt Suspends All Gambling Adverts
All gambling advertisements must be submitted to the BCLB for approval and subsequently to the KFCB for classification before they can be distributed or exhibited.
Media owners and agencies on the other hand are required to ensure that all gambling advertisements have been both approved and classified before dissemination on their channels or platforms.
Additionally, all media outlets must adhere to the Code of Conduct for Media Practices, 2025. To further protect children and other vulnerable groups, no gambling advertisements are to be placed near schools, religious institutions, or places commonly visited by children, including playgrounds and shopping malls.
Elements/Pre-Requisites for Advertisement Approval
For any gambling advertisement to receive approval, the operator must be duly licensed by the BCLB.
Gambling adverts are strictly prohibited from glamorizing betting or using celebrities, influencers, and content creators to endorse or promote gambling.
Also Read: KRA Explains Why Some Betting Companies Don’t Pay Taxes
All gambling adverts must clearly indicate the BCLB license number and carry a responsible gambling message stating: “Gambling is addictive! Play responsibly!”
Additionally, advertisements must include the minimum age requirement: “not for persons under 18 years of age,” as well as the name and address of the gambling operator.
Every gambling advertisement must also display or mention a customer-care number at all times and include the statement: “authorized and regulated by the Betting Control and Licensing Board.”
Gambling advertisements are not allowed to contain a call-to-action message.
Further, BCLB emphasized that all adverts must also carry responsible gambling messages, display the operator’s license number, and provide customer-care details.
They must not depict gambling as a source of income or associate it with social success.
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