Kenya’s Betting Control and Licensing Board (BCLB) has introduced a new framework for regulating gambling advertisements, following a 30-day nationwide ban on all gambling adverts that began on April 29. The ban, described as a regulatory “reset button,” was imposed amid concerns over rising underage gambling in the country’s rapidly expanding market.
Under the new rules, operators are prohibited from using direct call-to-action language such as “bet now” in their adverts. Additionally, all gambling advertisements must display responsible gambling messages covering at least 20% of the ad space.
To ensure compliance, gambling operators must submit all marketing materials to the BCLB for initial approval. The adverts then undergo further scrutiny by the Kenya Film Classification Board (KFCB), which assesses their suitability for public dissemination. Any material failing approval at either stage is banned from publication.
Regular audits will be conducted by the BCLB, KFCB, Media Council, Communications Authority, and Directorate of Criminal Investigations.
While the new advertising directives are enforced administratively and focus mainly on marketing content, a more comprehensive legislative bill is currently awaiting parliamentary approval. Introduced in 2023, the draft bill proposes wider-reaching reforms, including stricter age verification measures, expanded consumer protection mandates such as compulsory responsible gambling programs, and significant industry changes.
The bill also envisions a revamped regulatory landscape featuring updated tax frameworks, new licensing categories, and the establishment of a new gambling regulator to replace the BCLB.
However, the parliamentary vote on the bill has been delayed multiple times, and there is no confirmed timeline for its approval.
Original article: https://www.yogonet.com/international/news/2025/06/03/106799-kenya-imposes-new-multiagency-controls-on-gambling-ads
