Kenyan authorities have announced a total month-long ban on gambling advertising on all media platforms in the country. This decision was a response to alarming data on the prevalence of gambling addiction among the population. What changes could such strict measures bring, and will they be able to change not only the local but also the African market as a whole?
Kenya announces a month-long ban on gambling advertising
Starting April 29, an unprecedented total ban on any gambling advertising for 30 days was launched. The ban covers:
- broadcast television and radio stations,
- internet websites and mobile applications,
- social media accounts,
- publications by bloggers and influencers,
- advertising SMS mailings.
The initiator of the large-scale campaign was the Betting Control and Licensing Board (BCLB), which was responsible for coordinating this decision with the country’s government.
The reaction to such a radical measure turned out to be mixed. Representatives of the gambling industry express concern about declining revenues and the future need to revise advertising strategies. Ordinary citizens and human rights activists, on the contrary, speak about the importance of protecting youth and socially vulnerable groups. Many are discussing whether this step will lead to real changes or only force advertising to move to less regulated channels.
Why the authorities are tightening regulation
In recent years, Kenya has seen a significant increase in the number of people suffering from gambling addiction. According to the Kenyan Ministry of Health, up to 13% of the country’s youth regularly participate in online betting (Daily Nation, 2024). This trend has caused concern among officials and experts.
The reasons for tightening measures lie in reports of a sharp increase in the number of advertising messages, especially during the period from 5 a.m. to 10 p.m. This time interval is called the “watershed period” in international terminology—the time when children and adolescents are most susceptible to advertising exposure.
BCLB Chair Jane Mwikali Makau explained: “Gambling advertising has permeated all media spaces and directly affects minors and other vulnerable segments of the population. We see our task as preventing the devastating consequences of addiction.” Such statements reflect the determination of regulatory bodies to limit the impact on youth.
New requirements for operators and the role of the Kenyan Film Classification Board
According to the new rules, all gambling operators must coordinate any advertising content with the Kenyan Film Classification Board (KFCB). Previously, this organization was responsible for determining age ratings for films, series, and video products. Now it has been tasked with also controlling advertising messages related to gambling.
The approval process will include a preliminary review of each advertising material before publication in the media. Operators are required to submit applications for review, and in case of non-compliance with the new rules, such sanctions as large fines in rubles, suspension of licenses, and even a complete ban on activity may be applied.
The public and experts note that stricter regulation will lead to the need to comply with stricter standards of transparency and social responsibility in the promotion of gambling. The question arises: how will the advertising landscape change under such supervision?
Long-term reforms and the creation of an interagency working group
The Kenyan authorities did not limit themselves to a one-time ban and introduced an additional systemic reform. An interagency working group was created, which included representatives of:
- the national police,
- gambling regulators,
- the tax service,
- the country’s media council.
The tasks of the new structure are to develop long-term policy, create new standards for advertising, and coordinate the work of all agencies. The group members are discussing further legislative development and the implementation of programs for the prevention of gambling addiction.
It is worth recalling that similar attempts at regulation have been made before. In 2022, the BCLB ordered all operators to temporarily cease operations during the national elections. However, this order proved to be ineffective: most companies ignored the ban, and advertising continued to appear on air and online. The new steps, according to the authorities, should be more effective thanks to a comprehensive approach.
International experience and possible impact on Africa
The ban on gambling advertising and stricter control is not only a Kenyan phenomenon. At the beginning of 2024, the UK Advertising Standards Authority (ASA) banned PokerStars advertising content featuring a famous blogger, considering it misleading. Similar decisions are being made in other countries where authorities seek to protect the population from aggressive gambling marketing.
In a number of countries, users are increasingly turning to specialized websites that collect information about licensed operators and available bonuses. The format of independent reviews allows players to make more informed decisions without aggressive advertising pressure.
In writing this article, numerous gambling-themed websites from around the world were studied to compare what information can be legally posted on their resources and what is classified as undesirable advertising. The authors of the Canadian site with a selection of online casinos www.casinosbonusca.com stated that regulators are increasingly shifting their focus from blanket bans to controlling channels of information dissemination. This approach allows for a balance between protecting vulnerable groups and the need for transparency in the gambling market.
In the current situation, the question arises: can the Kenyan initiative become an example for other African countries? Experts believe that if the measures prove effective, they may serve as a model for neighboring countries where gambling is also gaining popularity among young people.
Nevertheless, the market also faces challenges. There is a high probability that advertising will move to illegal online channels, making it more difficult to control. In addition, the media and gambling operators are already forecasting a decrease in advertising revenues and a possible reduction in the number of jobs in the industry. Analysts also note the risks of the emergence of “grey” advertising, when promotional messages will be disguised as neutral content or personal user posts.
There are ongoing debates in the professional community about the long-term results of the ban. Some specialists are confident that restricting advertising will reduce the involvement of new users and help slow the growth rate of addiction. However, others warn of the risk of losing control over covert promotion channels and the need for comprehensive preventive programs.
So far, Kenya has become the first country in the region to take such sweeping steps. Whether it will manage to change the rules of the game and influence the entire African gambling industry—time will tell.
