Government Bans Celebrities and Content Creators from Promoting Gambling in New Directive
The Betting Control and Licensing Board (BCLB), which operates under the Office of the President, has officially prohibited the use of celebrities, social media influencers, and content creators in advertising or endorsing gambling-related activities.
This new rule comes shortly after the government lifted a month-long suspension on gambling advertisements across all media channels.
The suspension had been put in place to allow authorities time to revise and align advertising regulations for the gambling industry.
For many content creators and celebrities, this new directive is a huge blow, as they will no longer be allowed to earn from gambling promotions—a previously lucrative source of income.
These individuals had formed partnerships with betting companies to promote their brands, but they must now find alternative streams of revenue.
In a public notice dated May 29, the BCLB outlined a series of tough new measures aimed at encouraging responsible gambling practices.
The new guidelines are designed to protect Kenyans, especially minors and other vulnerable individuals, from the potential harms of gambling.
Under the new rules, every gambling advert must first be submitted to the BCLB for approval. After that, it must be sent to the Kenya Film Classification Board (KFCB) for classification before it can be shared or shown to the public.
Media houses have also been instructed to ensure that no gambling advertisements are aired or published unless they have received both BCLB approval and KFCB classification. The BCLB emphasized that media companies must strictly follow the “Code of Conduct for Media Practices, 2025,” when handling gambling ads.
Moreover, the board has imposed restrictions on the locations where gambling advertisements can be displayed. These adverts will no longer be allowed near schools, places of worship, or areas frequently visited by children, such as playgrounds and shopping centers.
In addition, any gambling advertisement must include the license number issued by BCLB, a clear responsible gambling message, and the full name and address of the betting company.
Advertisers are also required to provide a working customer-care contact number in the ad, and the phrase “authorised and regulated by the Betting Control and Licensing Board” must be visibly shown.
The new rules also strictly forbid linking gambling to social success or glamour, or portraying it as a way to make money. Advertisements must not use celebrity images or endorsements to attract gamblers.
This sweeping move comes amid growing concerns over the increasing number of Kenyans—especially young people—who are engaging in gambling, often influenced by digital platforms and the expanding internet reach.
Authorities hope these new regulations will help reduce the negative effects of gambling while ensuring that it remains a controlled and responsible activity.
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