Kenya betting ads drop 89% after strict new rules
Rather than risk fines or non-compliance sanctions, several firms have shifted focus towards digital channels, where oversight is perceived as less prescriptive.
Kenya.- The Communications Authority of Kenya (CA) has revealed that advertising spending by the country’s betting and gambling companies fell sharply by 89 per cent in the first quarter of the 2025/26 financial year. The decline was largely attributed to recent regulatory reforms affecting the sector’s marketing practices.
Between July and September 2025, gambling firms spent just Sh131m (€920,000), declining by 89 per cent compared to Sh1.2bn (€8.4m) recorded in 2024. The drop reflects sharp cuts in media buys and a near-halt in traditional gambling advertising channels.
The breakdown showed television advertising by betting firms collapsed to Sh80m (€560,000) in the first quarter of 2025/26 from Sh796m (€5.6m) in the previous quarter. Radio spend dropped to Sh51m (€360,000) from Sh513m (€3.6m) year-on-year. Betting companies also reported no spending on print advertising during the quarter, a sharp reversal from Sh60m (€420,000) in the past year.
The drop in gambling advertising comes amid the introduction of tighter marketing controls by the Betting Control and Licensing Board (BCLB) and the Kenya Film Classification Board (KFCB).
The new rules prohibit celebrity endorsements and influencer partnerships for gambling ads, require mandatory classification of all gambling content by the KFCB and ban any content that glamorises betting or depicts it as a viable income source. Advertising near schools and religious institutions has also been outlawed, while gambling ads in print are capped at 20 per cent of available space, a restriction that has significantly impacted traditional media placements.
Industry analysts suggest the regulatory clampdown has forced many gambling operators to reassess their marketing strategies. Rather than risk fines or non-compliance sanctions, several firms have shifted focus towards digital channels, where oversight is perceived as less prescriptive. Digital advertising figures for gambling were not detailed in the CA report.
Despite the slump in gambling expenditure, the overall advertising market in Kenya showed resilience, buoyed by strong performance in other sectors. Office equipment suppliers increased ad spend by 537 per cent to Sh255m (€1.8m), while tourism and entertainment companies spent Sh1.8bn (€12.6m), up 128 per cent on the prior quarter.
The communications sector retained its dominance in television advertising, investing Sh1.56bn (€10.9m). Financial services and transport firms led radio advertising, spending Sh1.3bn (€9.1m) and Sh727m (€5.1m) respectively.
