BCLB Lifts Ad Suspension, Introduces Stringent Guidelines for Gambling Advertisements

The Betting Control and Licensing Board (BCLB) has lifted its 30-day suspension on gambling-related media advertisements, replacing the temporary ban with a series of stringent guidelines aimed at promoting responsible gambling and consumer protection.

In a landmark decision, the BCLB now mandates that all gambling advertisements secure prior approval from both the BCLB and the Kenya Film Classification Board (KFCB) before airing. Celebrity endorsements, a popular marketing tool in the industry, have been banned outright to discourage the glamorization of gambling.

The new rules require all gambling ads to include key information such as the BCLB license number, a clear message warning about the addictive nature of gambling, and the minimum age requirement of 18 years. Additionally, ads must display the operator’s name, address, and a customer care number, along with the statement, “authorized and regulated by the Betting Control and Licensing Board.”

To curb potential exploitation, the guidelines strictly prohibit calls-to-action, associating gambling with social success or celebrity lifestyles, and portraying it as a source of income.

BCLB’s decision underscores its commitment to safeguarding the public, particularly vulnerable groups, from the adverse effects of gambling. The new measures are expected to significantly alter the advertising landscape for the gambling industry, with a focus on ethical marketing practices and consumer awareness.

The board urges operators to comply with these guidelines, emphasizing that violations will attract severe penalties.