Kenya has introduced stricter controls on gambling advertising, requiring operators to secure approval from both the Gambling Regulatory Authority (GRA) and the Kenya Film Classification Board before publishing or broadcasting any promotional content.
The new framework, established under the Gambling Control (Advertising) Regulations, 2026, aims to strengthen consumer protection, reduce youth exposure to gambling content, and reinforce responsible gambling practices across the market.
Under the rules, all advertisements must first be cleared by the GRA and then classified by the KFCB. Media platforms are prohibited from airing or publishing any gambling-related content that has not received approval from both regulators.
The regulations also introduce tighter restrictions on marketing practices. Operators are barred from targeting minors or vulnerable groups, portraying gambling as a pathway to financial success, or using celebrities, influencers, former winners, or public officials in promotional materials. The use of content creators to promote betting products has also been restricted.
In addition, operators must include responsible gambling messaging in all approved
advertisements, while new rules govern the timing and placement of ads across media
channels. These measures build on the Gambling Control Act, 2025, which mandates warnings about gambling addiction, prohibits underage gambling, and requires 20 per cent of broadcast advertising time to be dedicated to responsible gambling messaging. The Act also restricts gambling advertisements on television and radio between 6:00am and 10:00pm, except during live sporting events, and bans billboards near schools.
The regulatory update comes as gambling advertising expenditure begins to recover following earlier crackdowns. Data from the Communications Authority of Kenya shows that betting and gaming advertising spend reached Sh187m in the final quarter of 2025, reflecting a 42.7 per cent increase compared to the previous quarter.
Authorities have linked the expansion of gambling activity to rising household debt and financial pressure, noting that the strengthened regulations are designed to mitigate gambling-related harm while ensuring operators comply with stricter advertising standards.
Kenya remains one of Africa’s most active betting markets, with recent surveys indicating high participation levels among consumers.
