- Kenya’s BCLB introduced strict gambling ad rules in June 2025 after a 30-day ban, banning “call-to-action” phrases and celebrity endorsements to curb addiction.
- Ads require BCLB and KFCB approval, must include warnings, and can’t appear near schools or youth areas, impacting operators like SportPesa and Betsafe.
- The rules aim to protect players in the $200 million market, but a stalled 2023 bill could bring more changes, with enforcement tightening by late 2025.
Why the New Rules Were Introduced
On April 29, 2025, the BCLB imposed a 30-day blanket ban on all gambling advertisements across TV, radio, social media, and outdoor platforms, citing rising underage gambling and addiction concerns.
With the ban lifted, new rules effective June 2025 aim to protect vulnerable groups, especially youth. The guidelines, developed with multiple government agencies, ban “call-to-action” phrases like “bet now,” require responsible gambling warnings to take up 20% of ad space, and prohibit ads near schools, churches, or youth-heavy areas.
You can see the goal: curbing the glamorization of betting in a market generating an estimated Ksh 20 billion in taxes for 2025.
What the Guidelines Entail
The new rules are strict. All gambling ads must now be approved by the BCLB and the Kenya Film Classification Board (KFCB), ensuring compliance with the 2025 Code of Conduct for Media Practices.
Ads must display the operator’s license number, contact details, and a mandatory warning: “Gambling is addictive! Play responsibly!” Celebrity and influencer endorsements are banned to prevent targeting young audiences, and ads can’t portray betting as a path to wealth.
If you’re a bettor, you might notice less flashy marketing, with a focus on safety over hype. These measures aim to reduce addiction risks but could limit how operators reach you.
See also:
- Iowa Bettor Sues DraftKings for $14.2M Over Voided Weather-Based Golf Bets
- Brazil’s Consumer Platform Logs Over 1,000 Gambling Complaints as Regulation Looms
- PAGCOR Leadership Resigns as Philippine President Orders Cabinet Reset
Impact on Kenya’s Gambling Industry
Kenya’s gambling sector, a key economic driver, faces a major shift. The Association of Gaming Operators – Kenya (AGOK) has already introduced tools like time-out features and deposit limits to promote responsible gambling, but these ad restrictions add pressure.
Operators like Betsafe and SportPesa, which filled the gap after a 2019 crackdown, may see marketing costs rise and visibility drop, with 2,000 betting firms competing. For you, this could mean fewer promotions but a safer betting environment.
However, some operators worry the rules could push players to unregulated offshore sites, a concern echoed in markets like Brazil facing similar regulatory shifts.
What’s Next for Kenya’s Betting Market
The BCLB will monitor compliance, with hefty fines, license revocations, or suspensions for violators.
A proposed gambling bill, stalled since 2023, could further tighten rules with new taxes, licensing categories, and a replacement for the BCLB. You might be curious about the timeline: stricter enforcement is expected by late 2025, with the bill’s fate unclear.
These changes could make Kenya’s $200 million betting market more accountable but may challenge smaller operators. For now, stick to licensed platforms to avoid risks, as Kenya aims to balance growth with protecting its players
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