New Era for Betting Ads in Kenya: No More Celeb Endorsements, Says BCLB

The Betting Control and Licensing Board (BCLB), under the Office of the President, has issued a sweeping ban on the use of celebrities, influencers, and content creators in gambling promotions.

This decision, outlined in a notice dated May 29, 2025, follows the government’s move to lift a 30-day suspension on gambling advertisements while ushering in stricter rules for the industry.

The directive aims to promote responsible gambling and protect vulnerable groups—especially minors—from targeted gambling promotions.

It marks a significant blow to public figures who have long relied on lucrative brand endorsement deals from betting companies to supplement their income.

According to the new guidelines, all gambling adverts must first be approved by the BCLB and subsequently vetted by the Kenya Film Classification Board (KFCB) before airing or distribution.

Media houses have also been instructed to ensure compliance with the Code of Conduct for Media Practices, 2025.

Among the standout regulations is the complete exclusion of any gambling content near schools, churches, or areas frequented by children, such as playgrounds and malls.

Additionally, all adverts must carry the operator’s license number, contact information, and a clear statement declaring that the company is authorised and regulated by the BCLB.

Crucially, the regulations ban all gambling ads from suggesting that gambling is a path to social success or wealth.

Any connection between gambling and public personalities—whether overt or implied—is now explicitly forbidden.

This announcement comes amid growing concerns about gambling addiction among Kenya’s youth. The proliferation of mobile betting platforms, driven by high internet penetration, has made gambling more accessible than ever—prompting the government to tighten oversight mechanisms.

Kenyan Celebs and the Gambling Boom

The new rules will likely reshape how betting firms market their services in Kenya, a country where celebrity endorsements have played a major role in driving consumer engagement.

Prominent Kenyan figures such as rapper Khaligraph Jones (for 22Bet), singer Nadia Mukami (for 22Bet), comedian Nicky Bigfish (for 22Bet), musician King Kaka (for Sportsbet.io), and football star Dennis Oliech (who was the face of Betway), have previously served as brand ambassadors for various betting companies.

These partnerships not only elevated the visibility of betting platforms but also cemented celebrity status as a key driver of consumer trust and interest.