Operators in Kenya will now be subject to a strict set of rules for advertising their platforms.
Following a 30-day ad blackout implemented by Kenya’s Betting Control and Licensing Board (BCLB) on 29 April, the regulatory body has published an extensive list of rules that operators must now follow.
Advertisers must refrain from glamourising betting or using celebrities, influencers and content creators to endorse or promote gambling. Adverts must also not carry a “call-to-action” message or depict gambling as a source of income.
In addition, operators will now be required to display a responsible gambling message and a warning that players must be aged over 18.
To monitor this, all proposed adverts must be approved by the BCLC prior to publication and also classified by the Kenya Film Classification Board (KFCB).
The advertising practices of operators will also be subjected to regular audits by the BCLC and the KFCB, as well as by Kenya’s Media Council, Communications Authority and the Directorate of Criminal Investigations.
At the time of writing, 225 companies hold licences with the BCLC, operating a range of platforms across sports betting, casino and lottery.
The clampdown on advertising comes into place as Kenya continues to stand out as a market with large betting engagement.
Last week, a GeoPoll study revealed that the country had the largest betting engagement among markets in Africa, with 82.81% of respondents from Kenya having engaged with gambling products previously.
The figure underpins both the potential of the market and also the tricky regulatory questions that the BCLC are being forced to contend with as the sector continues to grow.
Earlier in the month, the body was forced to debunk claims that players in the country spent Ksh 766bn (approximately £4.4bn) on gambling in 2024.
The BCLC issued a statement claiming the figure “inaccurately inflates the size of the regulated market” by including figures from offshore platforms.
Reports had further claimed that Kenyans bet Ksh 24,000 (£139) per second, amounting to Ksh 2.1bn (£12.2m daily).
However, Dr Jane Mwikali Makau, Chair of the BCLB, said that the data misleads policymakers and the public on the economic reality of licensed operators in Kenya.
The BCLC and the wider industry in Kenya are also awaiting the approval of the Gambling Control Bill 2023 – which has scope to legislate on many aspects of the country’s gaming market.
The new legislation, most recently approved by the National Assembly in February after rejecting several amendments proposed by the Senate, seeks to regulate the betting and gaming industry to ensure tax compliance and protect citizens from exploitative practices.
The bill will introduce new licensing conditions and increased compliance measures, as well as mandate a 15% gaming tax on all gaming revenue. Enforcement of these activities will be conducted by the BCLB.
