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Celebrities, influencers hit by gov't directive on gambling promotions | Pulselive Kenya
Published 1 day ago• 2 minute read
In a move aimed at protecting vulnerable groups from the effects of gambling, the Betting Control and Licensing Board (BCLB) has introduced stringent new regulations, including a ban on the use of celebrities, influencers, and content creators in gambling advertisements.
This follows a temporary 30-day suspension of all gambling adverts that took effect on 29th April 2025.
The suspension was part of a broader government effort to promote responsible gambling and safeguard minors and other vulnerable individuals from addiction and exposure to gambling-related content.
The BCLB worked alongside the Multiagency Enforcement Team, comprising key government institutions such as the Ministry of Interior and National Administration, 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), the Media Council of Kenya (MCK), and the Financial Reporting Centre (FRC).
According to the new rules, no gambling advertisement will be permitted without explicit approval from both the BCLB and the KFCB.
Marketing communications related to gambling are prohibited unless expressly approved by the Betting Control and Licensing Board and classified by the Kenya Film Classification Board.
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The BCLB is holding media owners and advertising agencies accountable as well.
The guidelines mandate that media owners and agencies should ensure that all gambling advertisements are approved by BCLB and classified by KFCB before being distributed on their channels/platforms.
Furthermore, there is now a geographical restriction on where gambling adverts can appear.
There shall be no form of advertisement placed near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls.
Gambling adverts shall not glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling.
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To gain approval for airing, all gambling adverts must now include several mandatory components:
The guidelines also prohibit adverts from having call-to-action messages and from associating gambling with either celebrities or social success.
They further instruct that gambling must not be depicted as a source of income.
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