The government, through the Betting Control and Licensing Board (BCLB), has restored gambling advertisements across all media platforms after a 30-day ban, but it has issued strict guidelines to regulate the industry.
In one of the rules, which might be a blow to the livelihoods of many, BCLB has banned the use of celebrities, influencers, and content creators to endorse or promote gambling.
In a notice dated May 29, the guidelines are designed to encourage responsible gambling and protect vulnerable groups in Kenya, especially minors.
Under the new rules, all gambling advertisements must first be submitted to the BCLB for approval. Once approved, they must then be forwarded to the Kenya Film Classification Board (KFCB) for classification before being aired or published.
The regulations also require media houses to ensure that any gambling-related advertisements on their platforms have received approval from both the BCLB and KFCB.
Additionally, the BCLB has prohibited gambling advertisements near schools, religious centers, and locations commonly frequented by children, such as playgrounds and shopping malls.
Every gambling advert must now display the BCLB license number, include a responsible gambling message, and clearly state the name and address of the operator.
Advertisements are also required to provide a customer care number and prominently display the phrase “authorised and regulated by the Betting Control and Licensing Board.”
Furthermore, gambling advertisements are forbidden from associating gambling with celebrities or social success, and must not portray gambling as a source of income.
