Kenya has seen important regulatory changes – the national gambling authority has tightened rules on gambling ads, especially those with celebrities, to better protect people who are most vulnerable to the negative effects of gambling.
Law change by BCLB
In Kenya, using famous people to promote gambling is now banned immediately. The Betting Control and Licensing Board (BCLB) introduced a ban on using celebrities, influencers, and online creators in gambling ads and promotions.
This decision came soon after the government lifted a 30-day ban on gambling ads in the media. The break was to update advertising rules to new standards. The new rules are seen as very strict by the industry and will have big effects on influencers who focused on gambling promotions.
The BCLB announcement from May 29 includes many advertising limits to promote responsible gambling and protect minors and other vulnerable groups from gambling harm.
According to the new rules, all gambling ads must first get approval from BCLB, then go through classification by the Kenya Film Classification Board (KFCB) before they can be published or shown.
This is not just about improving ad content but completely changing their style. Ads can no longer use celebrities, glamour, or suggest that gambling is a way to get rich quickly or gain social status. This means the end of star-studded ads and viral influencer posts promoting betting brands on social media.
For people and influencers who earned money by promoting betting, this is a big change – working with gambling companies is now impossible.
Media companies also have a strict duty to check every gambling ad follows BCLB and KFCB rules. Ads near schools, places of worship, shopping malls, or playgrounds are now banned.
Important requirements include showing the operator’s BCLB license number, clear messages about responsible gambling, full company details, customer service numbers, and the mandatory phrase: “Authorized and regulated by the Betting Control and Licensing Board.”
Responsible gambling in Kenya
In Kenya, responsible gambling is mainly managed by the Betting Control and Licensing Board (BCLB), which regulates and supervises gambling operators, issues licenses, and ensures fair play and player protection. The Kenya Film Classification Board (KFCB) handles the classification and oversight of audiovisual content, including ads, to make sure they meet social and legal standards.
These new rules respond to the rising number of young Kenyans getting involved in gambling, connected to more internet access and online platforms. The government wants to reduce the risks of addiction and social harm.
With these changes, BCLB clearly shows that gambling in Kenya is no longer about fame or marketing – it is now under strict legal control and social responsibility.
What are BCLB and KFCB in Kenya?
BCLB (Betting Control and Licensing Board)
This is a government authority responsible for regulating and supervising the gambling industry in Kenya. BCLB issues licenses to gambling operators, monitors their activities, ensures compliance with laws, and promotes responsible gambling to protect players from addiction and abuse. It is the main regulator of the gambling sector in the country.
KFCB (Kenya Film Classification Board)
This institution is in charge of classifying and controlling audiovisual content, including films, TV programs, and advertisements. KFCB ensures that published materials comply with social and legal standards, protecting children and young people from inappropriate content. In the context of gambling, KFCB reviews and classifies gambling advertisements before they are made public.
How does the approval process for gambling advertisements work at KFCB?
The approval process for gambling ads by the Kenya Film Classification Board (KFCB) typically follows these steps:
- Submission – before any gambling advertisement is published or broadcast, the advertiser or gambling operator must submit the ad to the Betting Control and Licensing Board (BCLB) for initial approval.
- Forwarding to KFCB – once BCLB approves the ad, it is then forwarded to KFCB for classification and final review.
- Review and Classification – KFCB examines the advertisement to ensure it complies with Kenya’s content regulations and social standards. This includes checking that the ad does not promote gambling irresponsibly, does not target minors, and does not contain inappropriate or misleading content.
- Feedback – if the ad meets all guidelines, KFCB grants approval for the ad to be aired or published. If there are issues, KFCB may request changes or reject the ad outright.
- Compliance Monitoring – after approval, KFCB continues to monitor advertisements to ensure ongoing compliance with the regulations.
This two-step process involving BCLB and KFCB ensures that gambling advertisements in Kenya are responsible, legal, and socially acceptable before reaching the public.
