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Kenya’s Betting Control and Licensing Board has ordered an immediate 30-day suspension on all gambling-related advertisements nationwide. The directive affects all forms of promotion, including TV, radio, social media, print, billboards, SMS, email marketing, and celebrity endorsements.
Announced by BCLB Chairperson Jane Makau, the decision aims to slow the rising tide of gambling addiction and reduce exposure among minors.
“The government remains firmly committed to safeguarding public welfare, protecting the youth, promoting social responsibility, and restoring integrity within Kenya’s gambling sector,” the statement reads.
Adverts Misleading the Public, Luring Minors
Makau criticised operators for presenting gambling as a legitimate investment avenue rather than a high-risk activity, calling out the trend as misleading and dangerous.
“Some gambling promoters are increasingly mischaracterising gambling as a legitimate investment opportunity and a shortcut to wealth creation,” she said.
The chairperson further highlighted the rampant appearance of betting ads during the watershed period between 5:00 a.m. and 10:00 p.m. This exposes minors to content likely to draw them into harmful habits.
As part of the suspension, all licensed operators must now seek approval from the Kenya Film Classification Board before airing any advertisement. In addition, operators have been instructed to reinforce compliance with regulatory frameworks and promote responsible practices, as defined by the BCLB.
A Booming Industry Under Scrutiny
Kenya’s gambling sector has grown into a billion-shilling industry, with a daily betting turnover estimated at KSh 2.1 billion. Data from Slotegrator indicates the industry is now valued at roughly $100 million in 2024, driven largely by smartphone access and online platforms.
A recent GeoPoll survey places Kenya third in Africa for online betting participation with 79% of respondents actively involved. This figure trails only South Africa (90%) and Uganda (87%), indicating the need for tighter regulation.
This isn’t the first time Kenya has tightened its grip on gambling promotions. In 2019, then-Interior Minister Fred Matiang’i led a crackdown that banned ads between 6 a.m. and 10 p.m., while also prohibiting celebrity endorsements. That move followed a revelation that 76% of Kenyan youth were engaged in gambling, with 54% of bettors coming from low-income brackets.
Makau echoed these earlier warnings, stating the current suspension was necessary to prevent “devastating effects on individuals, families, and the broader community.”
Push for Broader Reforms and Stronger Regulation
The latest suspension aligns with a broader push for reform, as the Gambling Control Bill 2023 undergoes parliamentary review. The bill proposes replacing the BCLB with a new Gambling Regulatory Authority and employing measures to protect minors and restrict advertising between 6 a.m. and 10 p.m.
If passed, it would also require that 30% of licensed operators’ shares be held by Kenyan citizens, localising benefits and tightening accountability.
Meanwhile, the BCLB has called on the Media Council of Kenya to expedite new advertising guidelines for the industry. A multi-agency task force is also being deployed to monitor compliance, with the public encouraged to report illegal gambling promotions.
Mixed Industry Reactions as Ad Freeze Takes Effect
Reactions from industry stakeholders have been mixed. While some operators agree that responsible gaming measures are overdue, others warn of significant financial losses, especially for media houses and sports entities that rely on betting sponsorships.
Despite the economic concerns, the BCLB insists that public health and safety come first. Data from the 2022 GeoPoll survey underscores why: 54% of sports betting customers in Kenya were between 18 and 24 years old.
As the 30-day suspension unfolds, the country enters a critical moment for gambling regulation. Whether this temporary ban leads to lasting reforms remains to be seen, but for now, Kenya’s promotional landscape is undergoing a sharp reset.
Source: iGaming AFRIKA
