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In a move to clean up the betting industry and promote responsible gambling, the Betting Control and Licensing Board (BCLB) has banned influencers and celebrities from promoting gambling operators in the country. This would see an end to betting sponsorships in Kenya as the government looks to stop the rise of problem gambling in the country.
The government had previously suspended all gambling ads in the country for 30 days pending new regulations, and last Thursday (May 29), it announced a fresh set of stringent laws also aimed at protecting vulnerable Kenyan citizens like minors.
“Our objective is to promote a safe and responsible gambling environment that protects our society’s most vulnerable members while maintaining the integrity of the industry,” stated Dr. Jane Mwikali Makau, Chairperson of the BCLB.
Gambling Ads Must Be Approved by Betting and Media Regulators
Under the new guidelines, all gambling advertisements in Kenya must undergo a strict approval process before they can be broadcast or published. Advertisers are required to submit their ads to the Betting Control and Licensing Board (BCLB) for initial approval, after which the Kenya Film Classification Board (KFCB) will classify them.
Each advertisement must boldly display the BCLB license number and include a responsible gambling message, such as “Gambling is addictive! Play responsibly!” Operators are also required to provide age disclaimers, emphasizing that their services are not for individuals under 18. It is also mandatory that the ads feature contact information for customer care.
The new regulation also instructs social media platforms to implement mechanisms that block minors from receiving targeted ads. Additionally, ads must not suggest that gambling is a quick path to wealth or associate it with social success.
“Platforms must ensure that their advertising practices align with our standards to protect young and vulnerable audiences,” stated the Board.
Outdoor Advertisements Also Regulated
The latest regulations also introduce strict restrictions for outdoor advertisements. All forms of ads near schools, religious institutions, and popular spots for children, like playgrounds and shopping malls, are prohibited. Only digital or electronic billboards are allowed for outdoor promotions, and each operator is limited to displaying a maximum of two ads per hour on these screens.
Traditional advertising formats like wall branding, street pole ads, and bus wraps have also been banned, and in print media, gambling ads can only appear twice a week, strictly within the sports section. Importantly, at least 20% of the bottom portion of these ads must be reserved for responsible gambling messages, license information, and age restrictions.
The BCLB will also conduct regular audits and work alongside various agencies, including the Directorate of Criminal Investigations and the Kenya Film Classification Board, to ensure adherence to these guidelines. The commission has even introduced a dedicated hotline to allow the public to report any unauthorized or misleading gambling advertisements.
Dr. Jane Mwikali Makau emphasized the importance of enforcement and warned against breaking the new regulations. “Operators who do not adhere to these guidelines will face penalties, including license suspensions or revocation. We are committed to ensuring that all advertisements promote responsible gambling and do not target minors or mislead consumers,” she stated.
Source: iGamingAfrika
