The Betting Control and Licensing Board (BCLB), domiciled under the Office of the President, has banned the use of celebrities, influencers, and content creators to endorse or promote gambling.
This follows the government’s decision to restore gambling advertisements across all media platforms, which had been suspended for 30 days pending the realignment of regulations.
The announcement comes as a setback for celebrities and content creators who depended on the lucrative industry for their livelihood. This means they will not be able to earn money from endorsing gambling activities.
In a notice dated May 29, BCLB introduced new, stringent regulations aimed at promoting responsible gambling and safeguarding vulnerable Kenyans, including minors, from such activities.
According to the notice, all gambling advertisements must be submitted to BCLB for approval and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification before being distributed or exhibited.
The new regulation also requires all media houses to ensure that all gambling advertisements are approved by BCLB and KFCB before being distributed on their platforms.
"In carrying out gambling advertisements, all media outlets shall adhere to the Code of Conduct for Media Practices, 2025," the Board directed.
BCLB also banned gambling advertisements near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls.
Additionally, all gambling advertisements must indicate the BCLB license number, carry a responsible gambling message and contain the name and address of the operator.
Further, the advertisement must also have a customer-care number displayed or mentioned at all times and have the words "authorised and regulated by the Betting Control and Licensing Board" displayed.
The gambling advert must not associate gambling with celebrities or social success, and should also not depict gambling as a source of income.
The latest directive comes against the backdrop of a surging number of Kenyans, particularly the youthful population, who are engaging in gambling activities. This has mainly been attributed to the rapidly growing population of internet users.
