Kenya mandates dual approval for gambling advertisements
The regulations build on provisions in the Gambling Control Act, 2025, which requires gambling advertisements to warn about the risks of addiction, encourage responsible gambling, and prohibit underage gambling.
Kenya.- Kenya has introduced stricter advertising controls for the gambling industry, requiring betting operators to obtain approval from two regulators before placing any gambling advertisement, as part of efforts to strengthen consumer protection, limit youth exposure, and promote responsible gambling.
Under the Gambling Control (Advertising) Regulations, 2026, all gambling advertisements must first be approved by the Gambling Regulatory Authority (GRA) before obtaining classification from the Kenya Film Classification Board (KFCB). Media outlets may only publish or broadcast advertisements cleared by both regulators.
The regulations impose tighter restrictions on gambling marketing. Operators are prohibited from producing advertisements that target minors or vulnerable groups, portray gambling as a route to financial success, or feature celebrities, influencers, former winners, or individuals holding positions of public trust.
The rules also ban the use of content creators to promote gambling products, restrict where and when advertisements may be displayed or aired, and require all approved advertisements to carry responsible gambling messages.
The regulations build on provisions in the Gambling Control Act, 2025, which requires gambling advertisements to warn about the risks of addiction, encourage responsible gambling, prohibit underage gambling, and allocate 20 per cent of broadcast advertising time to responsible gambling messages. The Act also bans television and radio gambling advertisements between 6:00am and 10:00pm, except during live sporting events, and prohibits gambling billboards near educational institutions.
The measures come as gambling advertising spending rebounds following last year’s regulatory crackdown. According to Communications Authority of Kenya data, betting and gaming advertising expenditure reached Sh187m (€1.26m) in the three months to December 2025, up 42.7 per cent from the previous quarter. Spending had previously fallen to Sh131m (€866,000) from Sh1.2bn (€8.1m) after stricter advertising controls introduced in June 2025. Television accounted for Sh137m (€926,928) of total expenditure, followed by radio with Sh49m (€331,500) and print media with Sh1m (€6,765).
Kenyan authorities have linked the growth of gambling to rising household debt and financial hardship. The government said the updated regulations are intended to reduce gambling-related harm while ensuring operators comply with responsible advertising standards.
Kenya remains one of Africa’s largest betting markets, with a GeoPoll survey finding that 64 per cent of respondents had placed a bet in the previous year, ahead of Ghana (60 per cent) and South Africa (58 per cent).
