In a bold move to recalibrate its regulatory landscape, Kenya has initiated a rigorous overhaul of its gambling advertising framework. This strategic pivot came into effect on April 29, when the Betting Control and Licensing Board (BCLB) of Kenya imposed a comprehensive 30-day prohibition on all gambling-related advertisements across media platforms. This sweeping measure served as a critical regulatory intervention aimed at curtailing the surge in underage gambling within the burgeoning Kenyan market.

With the expiration of this temporary embargo, the BCLB has unveiled an array of stringent administrative measures designed to foster cross-governmental oversight over gambling marketing practices. Among these new mandates is the prohibition of ‘call-to-action’ phrases such as “bet now” in promotional materials, coupled with the obligatory inclusion of responsible gambling messages occupying no less than 20% of advertisement space.

To ensure strict adherence to these guidelines, operators are now required to submit their marketing communications for pre-approval by the BCLB. Subsequently, these materials must undergo scrutiny by the Kenya Film Classification Board (KFCB), which assesses their suitability for public consumption. Any promotional content failing to clear these dual checkpoints will be effectively barred from publication.

Furthermore, the advertising activities of gaming operators will undergo periodic audits conducted not only by the BCLB and KFCB but also involving oversight by other key entities including Kenya’s Media Council, Communications Authority, and Directorate of Criminal Investigations. This multi-faceted approach underscores a comprehensive effort to regulate and monitor gambling advertisements more closely.

Looking ahead, additional regulations loom on the horizon with a draft bill introduced in 2023 that proposes far-reaching reforms beyond advertising controls. Among its provisions are enhanced age verification processes for operators—a significant step up from current guidelines focused merely on advertising content restrictions. The bill also advocates for broader consumer protection measures including mandatory responsible gambling programs for operators.

Other noteworthy proposals within this legislative draft aim at reshaping the industry’s landscape through updated tax regimes, new licensing categories, and even the establishment of a novel regulatory body poised to replace the BCLB. Despite multiple delays since its introduction in 2023, stakeholders within Kenya’s casino and gaming sector eagerly await further developments regarding this pivotal legislation.

As Kenya continues to refine its regulatory framework for gambling operations, these changes mark pivotal steps towards fostering a safer and more responsible gaming environment while navigating the challenges posed by an evolving marketplace.