Gambling ads suspended in Kenya to curb rising addiction and harm to minors

The Betting Control and Licensing Board (BCLB) of Kenya has imposed a 30-day suspension on all gambling advertisements. This cuts across television, radio, social media, print media, outdoor billboards, SMS, email campaigns, and celebrity endorsements, effective immediately.

The directive, announced by BCLB Chairperson Jane Makau, aims to curb the escalating rates of addiction and protect vulnerable populations, particularly minors, from the adverse socioeconomic impacts of gambling-related promotions.

“The government remains firmly committed to safeguarding public welfare, protecting the youth, promoting social responsibility, and restoring integrity within Kenya’s gambling sector,” the directive reads.

The BCLB’s decision follows growing concerns over the proliferation of sports betting advertisements, which Makau noted often mischaracterise the highly addictive activity as a legitimate investment opportunity or a shortcut to wealth creation.

“Some gambling promoters are increasingly mischaracterising gambling as a legitimate investment opportunity and a shortcut to wealth creation,” Makau decried.

She highlighted the rampant airing of betting advertisements during the watershed period (5:00 am to 10:00 pm), which exposes minors to content that may draw them into gambling-related addiction.

The suspension covers all licensed gambling operators and includes advertisements for betting, gaming, lotteries, prize competitions, and related promotional activities. Operators are now required to submit all advertisements to the Kenya Film Classification Board (KFCB) for approval during this period.

Additionally, they must implement measures to ensure compliance with legislative and regulatory frameworks governing gambling in Kenya and promote responsible practices as stipulated by the BCLB.

The Kenyan gambling industry boom

Kenya’s gambling industry has seen significant growth in recent years, with about $100 million in value as of 2024, according to Slotegrator. The industry’s resilience is evident in its daily betting turnover, estimated at KSh 2.1 billion, translating to KSh 766 billion annually, driven by increased smartphone penetration and online betting platforms.

According to recently released data from a survey conducted by GeoPoll, about 79% of Kenyans participate in online betting, placing it third regionally, behind South Africa (90%) and Uganda (87%), with Nigeria (71%), Ghana (56%), and Tanzania (56%) trailing, underscoring the need for robust regulation.

The BCLB’s action aligns with previous efforts to address gambling’s social impact, including the 2019 ban on outdoor and social media betting ads and restrictions on celebrity endorsements, which were partially relaxed in 2021.

The 2019 regulations, introduced by then-Interior Minister Fred Matiang’i, banned gambling ads between 6 a.m. and 10 p.m. It also prohibited celebrity endorsements, citing the industry’s exploitation of young and low-income Kenyans.

Matiang’i reported that 76% of Kenyan youth were involved in gambling, with 54% of bettors being low-income earners. The current suspension echoes these concerns, with Makau pointing to the “devastating effects on individuals, families, and the broader community”.

The BCLB has also urged the Media Council of Kenya (MCK) to finalise and operationalise new guidelines to regulate gambling advertisements within the media ecosystem. Meanwhile, the public has been encouraged to report illegal activities to the BCLB or local police stations. A multi-agency task force has been constituted to enforce responsible practices and ensure compliance among operators and promoters.

The suspension comes amid broader regulatory reforms in Kenya’s gambling sector. The Gambling Control Bill 2023, currently under parliamentary review, proposes replacing the BCLB with a new Gambling Regulatory Authority to enhance oversight, protect minors, and regulate online betting more effectively. The bill also includes provisions to ban gambling ads between 6 a.m. and 10 p.m. and mandates that 30% of licensed operators’ shares be held by Kenyan citizens.

Industry stakeholders have expressed mixed reactions. While some operators acknowledge the need for responsible betting measures, others fear the suspension could impact revenues, particularly for media houses reliant on advertising income. In 2019, similar restrictions led to significant financial strain for broadcasters and sports organisations, which heavily depend on sports betting-related sponsorships.

Kenya’s sports betting market remains a significant economic contributor, with approximately 100 licensed bookmakers and 50 casinos operating nationwide. However, the sector’s growth has raised concerns about its social costs, including addiction, debt, and mental health issues. A 2022 Geopoll survey estimated that 54% of sports betting customers in Kenya are aged 18–24, data which is corroborated in its recent report, highlighting the vulnerability of young people to its allure.

As the 30-day suspension unfolds, the BCLB’s actions signal a renewed commitment to balancing industry growth with consumer protection. Whether this temporary ban will lead to permanent regulatory changes remains to be seen, but for now, Kenya’s airwaves and billboards will be free of gambling promotions as the nation grapples with the challenges of a rapidly expanding industry.