The government has introduced stricter regulations requiring gambling advertisements to receive approval from two regulators before they are published or broadcast, in a move aimed at promoting responsible betting and protecting children from gambling-related content.
Under the new framework, betting advertisements must first be approved by the Betting Control and Licensing Board (BCLB) before obtaining clearance from the Kenya Film Classification Board (KFCB).
The dual approval process is expected to strengthen oversight of gambling promotions across all media platforms.
The regulations also prohibit advertisements that target minors, present gambling as a pathway to wealth or financial success, or use celebrities, influencers, content creators, former winners, or people holding positions of public trust to market betting products.
“They also mandate responsible gambling messaging and prohibit advertisements targeting minors, portraying gambling as a means of financial success, or featuring celebrities, influencers, former winners or persons holding positions of public trust. Restrictions also apply to the timing and placement of advertisements,” law firm Bowman pointed out in a note on the new regulations.
Betting firms will also be required to include responsible gambling messages in their advertisements, while restrictions will apply to the timing and placement of the adverts.
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The tougher rules come as betting companies record a recovery in advertising expenditure following an earlier slump caused by tighter regulations.
According to industry data, advertising spending by betting firms rose by 42.7 per cent to Sh187 million during the three months ending December 2025, up from Sh131 million in the previous quarter.
Television remained the dominant advertising platform, accounting for Sh137 million of the total spending, followed by radio at Sh49 million, while print media attracted only Sh1 million.
The government has in recent years intensified efforts to rein in the gambling industry, arguing that the rapid growth of betting has pushed many Kenyans into debt as they chase quick financial gains, leaving many families exposed to economic hardship.
Kenya is also reported to have one of the highest numbers of youthful gamblers on the continent.
A GeoPoll survey found that 64 per cent of Kenyans interviewed had placed a bet in the previous 12 months, compared to 60 per cent in Ghana and 58 per cent in South Africa.
Officials say the new advertising rules are part of broader reforms to ensure gambling promotions are conducted responsibly while safeguarding vulnerable groups from misleading or excessive betting messages.
– By Regan Oluoch
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