The Betting Control and Licensing Board (BCLB) has banned content creators, influencers and celebrities from endorsing or promoting gambling in latest steps to tackle betting ads.

BCLB chairperson Dr Jane Makau, in a statement on Friday, said the move is part of steps to regulate gambling ads, promote responsible gambling and protect minors from exploitation.

Dr Makau directed that all gambling advertisements to be submitted to BCLB for approval and to the Kenya Film Classification Board (KFCB) for cataloguing before being publication.

The board has also banned the erecting of gambling adverts close to schools, religious institutions and places frequented by children including playgrounds and shopping malls.

Similarly, each gambling ad must have a BCLB number, operator’s name and address, customer care number, not portray gambling as an income source, not associate gambling with celebrities or social success, and not have a call-to-action message.

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Further, the board ordered that such ads must not involve testimonials as adverts and should include the minimum age requirement, “Not for persons under 18 years of age.”

The adverts must also display “Gambling is addictive! Play responsibly” and “Authorised and regulated by the Betting Control and Licensing Board” messages at all times.

Social media platforms have also been directed to restrict targeted gambling adverts and impose mechanisms to verify age to constrain minors from accessing content on gambling.

BCLB has, additionally, has also outlawed the featuring of former winners in gambling advertisements arguing that this can create a misleading impression that winning is easy.

The board revealed that it had only allowed electronic billboards for outdoor advertising in which each betting operator shall be permitted to display a maximum of two ads per hour.

However, marketing of gambling through wall branding, building branding, street pole advertising, bus wraps and road shows has been prohibited by the government agency.

The board has further restricted operators in the gambling sector to advertising a maximum of two times each week in print media with such adverts being limited to the sports section.

BCLB has warned that operators who are found violating the publicised guidelines risk suspension or revocation of their licenses with the board assuring of government vigilance.