Kenya Outlaws Celebrity and Influencer Promotion in Gambling Industry
Kenya’s Betting Control and Licensing Board (BCLB) has issued new regulations that prohibit celebrities, influencers, and content creators from promoting gambling. The move, introduced as part of broader efforts to reinforce responsible gambling, follows the government’s recent decision to lift a 30-day suspension on gambling advertisements across all media platforms.
Ban on Celebrity Promotion
The new rules explicitly forbid the use of public figures—including celebrities, influencers, and online content creators—to endorse or promote gambling activities. This decision affects individuals who previously earned income by participating in gambling promotions and sponsorships.
All gambling-related advertisements must now undergo a two-tier approval process. First, operators are required to submit their ads to the BCLB. Once approved, the advertisements must be forwarded to the Kenya Film Classification Board (KFCB) for classification. Only after these steps can the advertisements be aired or distributed.
According to the BCLB, “All media outlets shall adhere to the Code of Conduct for Media Practices, 2025” when handling gambling advertisements.
Content and Placement Restrictions
The directive outlines specific content requirements and restrictions on placement. Gambling ads must clearly display the BCLB license number, a responsible gambling message, the operator’s name and address, a customer-care contact, and the phrase “authorised and regulated by the Betting Control and Licensing Board.”
In addition, gambling advertisements must not:
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Be placed near schools, religious sites, or areas commonly visited by minors such as playgrounds and shopping malls
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Associate gambling with celebrity status or social success
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Suggest gambling as a viable source of income
These regulatory changes come amid increasing concerns over the number of young Kenyans participating in gambling. The rapid growth of internet access has played a key role in rising engagement with online betting, prompting authorities to tighten controls to protect vulnerable populations, especially minors.
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