The Betting Control and Licensing Board (BCLB) has banned the use of celebrities, influencers, and content creators in gambling advertisements.
According to the Board, this move is part of efforts to curb the glamorization of gambling.
“Gambling adverts SHALL NOT glamorise betting or use celebrities, influencers and content creators to endorse or promote gambling,” the Board said in a press release dated May 29, 2025.
The new directive is among a series of strict measures introduced by BCLB to regulate gambling advertisements. It aims to protect vulnerable groups, especially minors and youth, from being lured into betting.
The ban applies to all media platforms.
Adverts must be submitted to the Board for approval and classification before they are aired or published.
The Board emphasised the importance of responsible messaging in gambling promotions. All adverts must carry warnings and must not create a false impression of gambling as glamorous or successful.
BCLB chairperson Dr. Jane Makau said all gambling advertisements shall be submitted to the Board for approval and forwarded to the Kenya Film Classification Board (KFCB) for classification before being distributed or exhibited.
Gambling ads near schools, religious institutions or places frequently visited by children, such as playgrounds and shopping malls, are prohibited.
Moving forward, all gambling adverts will be required to have a BCLB number, name and address of the operator, customer-care number, not have a call-to-action message, not depict gambling as a source of income and not associate gambling with celebrities or social success.
