The Kenyan government is taking unprecedented tough measures to regulate the national gambling industry. In May 2025, the Betting Control and Licensing Board (BCLB) issued a ban, suspending all gambling-related advertisements nationwide for 30 days. The ban takes immediate effect and applies to television, radio, social media, print media, outdoor billboards, SMS, email marketing, and celebrity endorsements.
This ban is seen as an urgent response to the ever-expanding gambling culture. In recent years, gambling advertisements have been pervasive in Kenyan society, especially frequently appearing on social media platforms and television broadcasts, continuously reinforcing the illusion of "getting rich overnight," particularly attracting teenagers and economically unstable groups.
Gambling prevalence ranks among the top in Africa, with mobile phones becoming "portable casinos"
According to recent survey data released by research institution GeoPoll, about 79% of Kenyans have participated in online gambling activities, ranking only behind South Africa (90%) and Uganda (87%) among African countries, and higher than Nigeria (71%), Ghana (56%), and Tanzania (56%). This figure highlights the widespread penetration of online gambling in Kenyan society.
Mobile devices are the main drivers of this trend. Data shows that 91% of African gambling users place bets via mobile phones, and Kenya is no exception. The well-known platform SportPesa dominates the local market, with 82% of Kenyan gambling participants registered on this platform. SportPesa not only provides round-the-clock betting services but also invests heavily in sports event sponsorship and social media operations, further strengthening its brand influence.
Advertising-driven addiction culture, regulatory gaps expose risks
The core issue with gambling advertisements lies in their strong psychological manipulation. Advertisements often lure young users to try betting through forms such as "free betting money," "first deposit bonuses," and "celebrity endorsements," subsequently trapping them in a cycle of continuous betting and chasing losses. Experts point out that this marketing strategy is shaping a **"normalized gambling culture"**, especially among youth groups lacking financial independence and facing high unemployment rates, where dependency is more likely to develop.
More alarmingly, Kenya has long lacked clear regulation on the content, broadcast timing, and target audience of gambling advertisements, with some ads even appearing during TV program timeslots predominantly watched by children. This phenomenon has raised widespread concerns across various sectors of society, indicating that the government's protection of youth mental health is insufficient.
Regulatory upgrade signal? Or paving the way for stricter policies
This advertising ban may not only be a temporary measure but could also be a "prelude" to the Kenyan government's next steps in comprehensively regulating the gambling industry. The gambling commission has hinted that during the 30-day suspension period, it will conduct a thorough review of current advertising regulations and may introduce new policy frameworks, such as:
Limiting gambling advertisement broadcast times
Banning advertisements targeting minors
Tightening the issuance and renewal conditions for gambling platform licenses
Increasing compliance audits of advertisement content and data usage
Industry insiders believe that this policy reflects the Kenyan government's attempt to find a new balance between "gambling revenue" and "social risks."
Public support for the ban is high, with widespread backing from social organizations
Social organizations and educational professionals widely support this ban. Several youth mental health experts have pointed out that the addictive and addictive nature of mobile gambling is no different from traditional drugs, especially in African markets with weak regulation and a lack of financial education, where severe problems are more likely to erupt. Some parent organizations also call for banning gambling companies from placing billboards near schools and strengthening primary and secondary schools' education on the dangers of online gambling.
However, some critics believe that the ban's duration is too short, and 30 days may not produce substantial effects. Without subsequent systemic support, it might only be an empty gesture.
