BCLB Enforces New Guidelines to Shield Minors and Vulnerable Audiences
Kenya’s Betting Control and Licensing Board (BCLB) has implemented sweeping new restrictions on gambling advertising, including an outright ban on the use of celebrities, influencers, and content creators to promote betting services.
The crackdown, which comes after a 30-day moratorium on gambling advertisements initiated on 29 April 2025, is part of a broader effort to address concerns over gambling addiction and the exposure of minors to betting-related content.
Cross-Agency Collaboration for Stronger Oversight
The revised guidelines were developed through collaboration between BCLB and several key government agencies, including the Ministry of Interior, the Office of the Attorney General, the Communications Authority of Kenya, and the Kenya Film Classification Board (KFCB).
The Multiagency Enforcement Team — which also includes the Kenya Revenue Authority, Directorate of Criminal Investigations, Media Council of Kenya, and the Financial Reporting Centre — is tasked with monitoring and ensuring compliance across the advertising and gambling sectors.
Stricter Advertising Standards and Approval Process
Under the new rules, all gambling advertisements must be pre-approved by both the BCLB and the KFCB. To be eligible, adverts must display:
A valid BCLB licence number
A clear responsible gambling message
Age restriction disclaimers
The operator’s contact details
A statement confirming the ad’s regulatory authorisation
Adverts glamorising gambling or associating it with social prestige or fame through public figures are now explicitly prohibited.
Additionally, gambling ads are barred from being displayed near schools, religious sites, or child-centric areas like malls and playgrounds — a measure designed to minimise youth exposure.
Industry Faces Accountability
Media houses, advertising agencies, and gambling operators are now jointly responsible for compliance. Any breach could result in sanctions, suspensions, or licence revocations.
A Shift Toward Responsible Gambling Culture
BCLB officials said the changes are designed to protect consumers, especially the youth, from the rising social and economic risks associated with gambling. With gambling deeply embedded in Kenya’s sports and entertainment culture, the move marks a significant pivot toward a more regulated and responsible environment.
The BCLB is expected to issue further guidance in the coming weeks as the new rules are enforced nationwide.
