Betting firms ordered to seek approval before airing adverts
The new measures follow the government’s renewed focus on reducing the impact of gambling on society, especially among vulnerable populations.
Gambling companies in Kenya will now be required to acquire filming licenses for all their audiovisual advertisements, as the government steps up efforts to encourage responsible gambling.
The Kenya Film Classification Board (KFCB) has issued new directives asking the firms to obtain the licenses through its online Technical Management System (TMS), either on the main website or directly through the TMS portal.
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Pascal Opiyo, the acting CEO of KFCB, announced on Tuesday that in addition to obtaining filming licenses, the companies must submit their adverts to the board for classification and receive a Certificate of Approval before airing.
“Further, Media companies are directed not to air unclassified gambling advertisements on their platforms in line with the Films and Stage Plays Act, Cap 222 of the Laws of Kenya,” he said.
The new measures follow the government’s renewed focus on reducing the impact of gambling on society, especially among vulnerable populations.
KFCB, which is mandated to regulate audio-visual content in the country, has joined other state agencies in implementing stronger checks on gambling content.
Adverts' suspension
The latest directive builds on an earlier decision by the Betting Control and Licensing Board (BCLB) to impose a 30-day suspension on all gambling advertisements in the country.
The suspension affects all forms of media, including television, radio, newspapers, billboards, SMS, email, social media campaigns, and promotions by celebrities or influencers.
“The Betting Control and Licensing Board (BCLB) hereby orders the immediate suspension of all gambling advertisements and testimonials across all media platforms for thirty (30) days with effect from the date of this statement,” reads a statement issued by the board.
The temporary ban is part of a broader plan to develop firmer controls on gambling promotion, guided by a newly formed multi-agency team. The team is tasked with crafting policies that protect the public and encourage responsible gambling habits.
The Betting Control and Licensing Board raised alarm over misleading messages being used by some promoters to target the public. It warned that these messages often portray gambling as a quick route to wealth, which can attract those who are most at risk, including young people.
“Some gambling promoters are increasingly mischaracterising gambling as a legitimate investment opportunity and a shortcut to wealth creation,” said Jane Mwikali, the chairperson of the Betting Control and Licensing Board.
In line with the new rules, all licensed betting firms must now stop their advertising activities and submit their adverts to KFCB for classification. The aim is to ensure the content meets legal and ethical standards before being allowed on any media platform.
Besides ensuring proper licensing and classification, the government wants gambling firms to play an active role in promoting responsible gambling. Authorities believe the changes will help reduce addiction and protect families affected by excessive betting.
KFCB has encouraged all affected companies to make use of its digital platform for a smooth licensing process. The Technical Management System is accessible at kfcb.go.ke or directly via tms.kfcb.go.ke.
With the new rules now in force, gambling companies, media houses, and promoters are expected to comply fully with the requirements. Any firm that fails to follow the set procedures risks facing penalties under the Films and Stage Plays Act.
DCI crackdown
The firms in Kenya also face the risk of criminal charges after the Directorate of Criminal Investigations (DCI) announced a crackdown on illegal betting operations and irresponsible advertising practices.
This move comes as the DCI expresses concern over the rising problem of illegal gambling, made worse by aggressive advertising and easy access to betting through mobile payment platforms.
According to the DCI, these practices have been particularly harmful to vulnerable groups, especially the youth, who are increasingly being exploited by misleading promotions and the allure of quick financial gains.
The surge in illegal betting, the DCI says, is also facilitated by the widespread use of online lending and mobile payments, which provide easy access to betting platforms.
“We are deeply concerned that the easy access to mobile payment platforms and online lending has made it easier for vulnerable individuals to engage in betting,” the Directorate of Criminal Investigations (DCI) said in a statement.
“These aggressive ads lure people with limited resources into gambling, leading them to ‘invest’ in these schemes, and result in others dedicating excessive amounts of time and money, ultimately compromising their capacity to engage in meaningful and productive endeavours.”
The investigation body has vowed to take swift legal action against operators involved in illegal betting syndicates, as well as those running unlicensed platforms—both online and physical—that circumvent regulatory oversight.
“We will take stern action against operators who violate these regulations, including those involved in illegal betting syndicates or those operating unauthorised online and physical platforms to evade regulatory scrutiny.”
The anti-crime agency is also urging betting companies to adopt responsible gambling practices, stressing that operators should prioritise ethical gaming and consumer protection.
It has called on the Association of Gaming Operators Kenya (AGOK) to step up its efforts in raising awareness about the risks associated with irresponsible gambling.
In addition to focusing on the operations of betting companies, the DCI has committed to enforcing a government directive that suspends all gambling advertisements.
The Directorate has also warned social media influencers and bloggers to cease promoting betting through sponsored posts or endorsements.
“We will rigorously enforce the government’s recent directive to suspend all gambling advertisements,” the Directorate of Criminal Investigations (DCI) said.
“We also urge social media influencers and bloggers to refrain from promoting betting through sponsored posts and endorsements.”
With concerns mounting about the social impact of illegal betting, especially on young people, the DCI has emphasised the importance of alternative paths to success, urging the youth to focus on education, entrepreneurship, and hard work, which offer more sustainable rewards than the fleeting allure of gambling.
“To the youth and vulnerable groups tempted by the allure of quick wins, we wish to emphasise that your future holds far greater value than the pursuit of fleeting gains through betting.”
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