BCLB CEO Peter Mbugi. The regulatory has lifted the ban on betting and imposed new strict guideline for TV and radio adverts. Photo: BCLB X.
The Betting Control and Licensing Board (BCLB), has lifted the 30 day suspension it had earlier on imposed on media houses across the country.
However, the lift comes with new struct guidelines that will now require radios and televisions to get airing approval from BCLB and Kenya Films and Classification (KFCB), before airing any adverts on the television.
“All gambling advertisements shall be submitted to the Board for approval, as per the Betting Lotteries and Gaming Act CAP 131, and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification under the Films and Stage Plays Act CAP 222,” the statement read.
In a statement released by BCLB on Friday, May 30, the board has banned the use of celebrities for products endorsement. The move aims to address the growing concern of the gambling addiction in the country.
Additionally, the board has prohibited advertisements that feature a direct call-to-action, such as urging viewers to place bets, or that suggest gambling is a reliable source of income or a path to social success.
“Advertisements shall not associate gambling with celebrities or social success, and shall not depict gambling as a source of income,” further read the statement.
Other new guidelines imposed include the use of the famous word that seemed to entice gamblers ” Authorized and regulated by the ‘Betting Control and Licensing Board (BCLB)’ displayed or mentioned occasionally, the adverts must carry a responsible gambling message like gambling is addictive play responsibly, all adverts must contain the minimum age requirement not for persons under 18 years of age.
similarly, the adverts shall contain the name and address of the operator, as well as have a customer-care number displayed/mentioned at all the times.
Social media, which has sparked debate in the country in the recent days including during the National Prayer Breakfast, the board has not left it out as they are now required to implement age-verification mechanisms to prevent underage users from accessing gambling content.
Further, targeted gambling advertisements must be restricted, and the use of predatory advertising tactics, such as speed dial ads, is expressly forbidden.
“All gambling advertisements shall be submitted to the Board for approval, as per the Betting Lotteries and Gaming Act CAP 131, and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification under the Films and Stage Plays Act CAP 222,” the statement further read.
BCLB imposed the ban on April 29, 2025, calling a stop on all advertisements media associated with advertising betting, gaming and lottery competitions.
