Kenya Bans Influencer Gambling Promotions

Kenya’s Betting Control and Licensing Board (BCLB) released a directive prohibiting the use of influencers, celebrities, and content creators in all forms of gambling advertisements. While this move could significantly impact the nation’s thriving betting endorsement market, authorities remain adamant that such a ban will have positive long-term implications and is a necessary step toward a regulated gambling sector.

New Regulations Extend to All Forms of Advertisement

The May 29 announcement came shortly after Kenya lifted a temporary 30-day prohibition on gambling advertisements, ushering in a new phase of stricter oversight. While the government reinstated gambling promotions across all media platforms, it did so under new regulatory guidelines aimed at curbing problem gambling and protecting vulnerable groups like children.

Under the new rules, gambling operators are prohibited from associating betting with fame and wealth or using celebrity endorsements for promotional materials. All gambling advertisements must be pre-vetted by the BCLB and then rated by the Kenya Film Classification Board (KFCB). The procedure applies to both traditional media and digital platforms.

Additionally, media outlets and broadcasters must now ensure that all gambling ads running on their channels have received BCLB and KFCB approval. Non-compliance could lead to strict sanctions. Furthermore, operators are banned from displaying marketing materials near schools, churches, playgrounds, and other areas frequented by children, and all promotional content must comply with specific guidelines.

Kenya Is Tightening Its Gambling Regulations

This move aligns with Kenya’s ongoing efforts to tighten control over a rapidly expanding and increasingly complex sector. Authorities are also increasingly concerned about the recent spike in youth gambling, propelled by the proliferation of smartphones, 24-hour access to betting websites, and a dramatic increase in online advertising by operators.

BCLB chair Dr. Jane Makau previously clarified that tightening policies was not just a matter of advertising ethics but a public health policy. She also confirmed the formation of a multi-agency task force to oversee ongoing regulatory reforms. The team will be responsible for enforcing regulations, cracking down on black-market operators, ensuring tax compliance, and monitoring the broader gambling ecosystem.

While the new directive spells a sudden end to a reliable income stream for local creators and influencers, the government’s position remains clear: gambling advertisements cannot glorify risk. As the legislation presses on toward its next stage of implementation, Kenya’s advertising landscape is already changing—possibly for the better.