Kenya rolls out strict new gambling ad rules
New print media regulations ban flashy endorsements, limit exposure and push responsible gambling messaging front and centre.
Kenya.- The Kenyan government has taken a bold leap in its ongoing bid to tame the booming gambling industry with a new set of advertising regulations. The Betting Control and Licensing Board (BCLB) has issued sweeping reforms targeting how gambling is promoted in print media, setting the stage for what could be a game-changing crackdown.
Under the new rules, gambling operators will be limited to just two print advertisements per week, and these will be restricted to the sports sections of newspapers. No more flashy casino ads sandwiched between your morning headlines are permitted.
But the most striking rule? Twenty per cent of every ad’s bottom page must be dedicated to sobering truths: the operator’s BCLB licence number, a responsible gambling message, and an age restriction clearly stating: “Not for persons under 18 years”.
Also, font size loopholes won’t fly. The Board is mandating proportionate sizing to ensure that safety messaging can’t be buried in fine print.
Digital platforms haven’t escaped scrutiny either. They are now required to implement age verification systems to prevent underage users from being exposed to gambling promotions.
Outdoor advertising has also been muzzled. Wall branding, bus wraps and street poles are now outlawed. Only digital billboards are allowed, and even these are restricted to no more than two gambling ads per hour. Roadshows? Banned outright.
“In carrying out gambling advertisements, all media outlets SHALL adhere to the Code of Conduct for Media Practices, 2025,” a BCLB notice stated.
In a stern message to media houses and advertising agencies, the BCLB emphasised that only vetted and authorised ads may be published. Enforcement won’t be left to chance.
Dedicated hotline
A dedicated hotline will be launched for the public to report rogue operators or non-compliant adverts, and routine audits will be conducted by enforcement agencies. Offenders risk licence suspension or revocation, with media houses also facing potential sanctions.
The new guidelines also ban glamorisation of gambling, specifically prohibiting the use of celebrities, influencers and testimonials. All ads must clearly include contact details, a customer care line and a declaration that the activity is regulated by the BCLB.
With this bold move, Kenya signals a tough stance: gambling may be legal, but it won’t be glamorised, and it certainly won’t target the vulnerable.
