Government Bans Betting Advertisements, Deals Blow to Influencer Marketing

In a sweeping move that has sent shockwaves through Kenya’s digital marketing landscape, the Betting Control and Licensing Board (BCLB) has imposed a 30-day suspension on all gambling advertisements across media platforms.

The directive specifically targets influencer marketing, dealing a significant financial blow to content creators who rely on betting partnerships.

BCLB Chairperson Jane Makau cited growing concerns over misleading promotions that portray gambling as a “legitimate investment opportunity and shortcut to wealth creation,” warning of “devastating effects on individuals, families, and the broader community.”

The comprehensive ban covers all advertising channels including television, radio, social media, print media, outdoor advertising, SMS campaigns, and notably, “celebrity endorsements and influencer marketing.”

All gambling activities fall under the suspension, including betting, gaming, lottery prize competitions, and related promotional undertakings.

The Directorate of Criminal Investigations (DCI) has thrown its full support behind the measure, pledging to enforce the suspension rigorously.

In a strongly-worded statement, the DCI specifically called out social media influencers and bloggers, urging them to “refrain from promoting betting platforms through paid partnerships,” which they described as “unethical and harmful to the public good.”

Of particular concern to authorities is the exposure of minors to gambling content during watershed hours (5:00 am to 10:00 pm), contributing to gambling addiction among vulnerable populations.

The DCI highlighted how mobile money services and online lending platforms have made gambling more accessible, “deepening the crisis.”

Moving forward, operators will be required to submit all advertisements to the Kenya Film Classification Board (KFCB) for approval before publication.

The BCLB has also mandated that operators implement comprehensive measures promoting responsible gambling practices.

The Association of Gaming Operators Kenya (AGOK) has been identified as a key stakeholder in championing consumer protection through education and advocacy as the industry navigates these new restrictions.

This regulatory crackdown represents one of the most significant interventions in Kenya’s rapidly growing betting industry, with potentially far-reaching implications for digital marketing strategies and influencer revenue streams.​​​​​​​​​​​​​​​​