In a sweeping move to curb gambling influence in the public space, Kenya’s Betting Control and Licensing Board (BCLB) has announced a 30-day suspension on all gambling-related advertisements across all media platforms. The directive, effective April 29, 2025, applies to television, radio, print, social media, and influencer marketing—signaling the government’s intensified efforts to reassess and potentially overhaul gambling advertising standards in the country.
Cause of the Ban: Rising Concern Over Gambling Addiction
According to the BCLB, the decision stems from growing concerns about the normalization of betting in Kenyan society, particularly among youth. A 2023 study by GeoPoll revealed that over 76% of young Kenyans between the ages of 18 and 35 had participated in some form of gambling, with many spending a significant portion of their income on betting.
The ban also addresses the surge in influencer-led gambling promotions, which have blurred ethical boundaries and often bypassed regulatory vetting. Many online campaigns have aggressively targeted vulnerable demographics through flashy content and unverified claims of quick riches.
Industry and Media Impact
This temporary ban poses major implications for betting companies and advertising agencies, many of whom rely heavily on marketing to maintain user engagement in Kenya’s KES 200 billion ($1.5 billion USD) betting industry. Broadcasters and digital influencers could also suffer revenue losses due to the ad suspension.
Companies are now being urged to reevaluate their marketing strategies and adhere to the BCLB’s evolving regulatory framework. During this 30-day period, the board is expected to review advertising guidelines, propose new restrictions, and potentially introduce tougher penalties for violations.
A Turning Point?
This move by Kenya may reflect a broader trend across Africa, where regulators are becoming increasingly vigilant about the social costs of unregulated gambling promotion. As the BCLB’s moratorium unfolds, all eyes will be on how the industry adjusts and whether a more responsible advertising culture can emerge.
