Kenya’s Betting Control and Licensing Board (BCLB) has enacted sweeping reforms aimed at the thriving and increasingly influential role of celebrities, influencers, and media outlets in promoting gambling. The announcement was made in a directive released on 29 May, 2025.
It contains new rules banning public figures from endorsing any form of gambling and with strict compliance requirements for broadcasters and publishers, detailed in the Code of Conduct for Media Practices, 2025.
|
|
Why the change?
Before the changes came, there was a 30-day suspension of all gambling ads across traditional and digital media. This ran from 29 April to 29 May of this year. It was intended to create a pause and realign public interest with industry practices.
Kenya’s rapidly expanding mobile internet use, especially around sports betting, has been accompanied by stories of students going into debt, addiction across diverse demographics, and social distress.
|
|
|
|---|
Currently, a more solid solution would be a legislative reform to the Betting, Lotteries and Gaming Act (Cap 131), but that would take some time. So, the BCLB used its administrative authority to stop and realign ad strategies, citing responsibilities under Sections 5 and 11 that empower it to license and supervise the sector.
For the affected and those who care about policy, this is a model for handling societal emergencies on the pathway to codifying codes of conduct into concrete laws.
A celebrity and influencer ban
The regulations extend to all gambling-related advertising, including promotions for sports betting and online casinos.
Its main idea is to ban celebrities, influencers, content creators, musicians, actors, athletes, or creative personalities, many of whom are engaged with the gambling industry for targeted and national campaigns.
The ban applies across:
● Broadcast campaigns on radio, television, and digital billboards.
● Digital content, including sponsored posts, livestreams, vlogs, TikTok/social media content, e-sports shout-outs, etc.
● Testimonials and success stories, including unpaid anecdotes.
Operators must now submit all gambling ads to the BCLB for approval and KFCB (Kenya Film Classification Board) classification before they air. The ads must also avoid glamorous depictions of gambling and strictly prohibit associations with celebrity status, success, and wealth.
Media in the limelight
Media houses must now follow the Code of Conduct for Media Practices, 2025. It outlines some key things we should break down:
● Disclaimers are mandatory: “Gambling is Addictive – Play Responsibly,” “Not for under 18s,” BCLB license numbers, operator name and address, and customer-care contact.
● Scheduling constraints dictate that ads cannot air during hours when minors are likely to be watching.
● Geographic restrictions now prohibit gambling ads within proximity of schools, religious institutions, playgrounds, shopping malls frequented by minors, etc.
● Outdoor advertising is curbed now with a limit of two digital billboard slots per hour, no bus wraps, street poles, wall branding, or roadshows.
● Print restrictions now apply, limiting ads to twice weekly and only within sports sections. At least 20% of the space is dedicated to responsible gambling messaging.
Media outlets that fail to submit ads for vetting via BCLB and KFCB risk legal penalties, including fines, license suspension, or revocation.
Who oversees and enforces this?
The responsibility of conducting regular audits and compliance enforcement will fall to a multi-agency enforcement team comprising the Communications Authority, the Media Council of Kenya, the DCI, the KRA, the Kenya Film Classification Board, the Financial Reporting Centre, and BCLB itself.
In addition, Kenyans can expect a public reporting hotline for citizens to flag non-compliant ads. Violations, including unapproved content or misleading ads, can trigger severe sanctions, including fines, suspensions, and even license revocation.
The blowback
The industry obviously sees this new development as a losing situation, but so do the influencers who depended on betting companies for the regular and perhaps better payouts to make a living.
The digital content community appears to split on this. Still, the Digital Content Creators Association of Kenya (DCCAK) called out the lack of consultation, arguing that influencers could be valuable partners in promoting the responsible gambling.
According to DCCAK Chairman Bob Ndolo, the organization supports regulation but not silencing, adding that with the right framework, influencers can amplify the importance of moderation, financial literacy, and informed decision-making.
Broadcast personalities and comedians, many of whom have accepted lucrative gambling ad deals, are concerned about lost income and the lack of clarity on what content is monetizable.
A Dialogue
Despite the seemingly abrupt nature of enacting the code of conduct, dialogue has not been completely thrown out. During a meeting at the BCLB office on June 13, 2025, the Board’s Chair, Dr. Jane Makau, and CEO Peter Mbungi engaged the influencers in a constructive discussion. The aim was to find potential ways to refine the ban.
BCLB signaled it is open to nuanced approaches that could include:
1. Certification schemes to determine approved, trained influencers, who could promote under controlled, time-bound conditions.
2. Mandatory responsible gambling labels on influencer´s content.
3. Age and time filters that prevent exposures to children.
4. A cap on campaign volumes to avoid the continuous or concentrated bursts of promotions.
A follow-up meeting is scheduled where both sides intend to submit the draft frameworks. The Board will propose the amendments inspired by UK and Australian models, while creators consult legal, mental health, and branding experts to develop a code of conduct.
This development is a welcome one in a country where gambling has become a common addiction among financially disaffected youth. This could present a way forward that doesn’t turn users into grim statistics.
Discover more from Premium Times Nigeria
Subscribe to get the latest posts sent to your email.
