The government has taken strong steps to regulate gambling advertisements more strictly. This move, led by the Betting Control and Licensing Board (BCLB), aims to encourage responsible gambling.
Additionally, and most importantly, this move aim to protect children from being exposed to or influenced by gambling.
On Friday, BCLB Chairperson Dr. Jane Makau released a detailed statement explaining the new rules. She said that from now on, all gambling adverts must be submitted to the BCLB for approval.
After that, they will be sent to the Kenya Film Classification Board (KFCB) for content classification. Only after receiving both approvals can these ads be shown to the public.
Moreover, the new regulations clearly ban gambling advertisements near sensitive locations. These include areas where children are often present, such as
- schools,
- churches,
- playgrounds,
- shopping malls.
The aim is to ensure that children do not get the wrong impression about gambling or see it as something normal or fun.
No more use of celebrities to promote gambling
In addition, the board has completely banned the use of celebrities, influencers, and online content creators to promote gambling.
This is because such endorsements often make gambling seem attractive, glamorous, or an easy path to success.
Going forward, every gambling ad must include a special BCLB number. It must also display the name and address of the gambling company, as well as a customer service contact.
Ads should not include messages that encourage viewers to act immediately. They should not suggest that gambling is a good way to make money .
Also it shouldn’t show it as a lifestyle connected to fame, wealth, or success. These changes are meant to stop the glamorization of gambling.
More rules
Furthermore, the new rules require every gambling advertisement to clearly state the legal age limit. Each ad must show the message:
“Not for persons under 18 years of age.”
They must also carry a warning about gambling addiction, such as:
“Gambling is addictive! Play responsibly.”
Additionally, every ad must say:
“Authorized and regulated by the Betting Control and Licensing Board”
And this message must be visible at all times.
Another important rule affects how gambling ads appear on social media. Platforms must now include age-verification tools to block underage users from seeing gambling content. They must also limit the number of targeted ads shown to users.
State dangers clearly
Also, the new guidelines warn that gambling can be risky and addictive. Therefore, every advert must highlight the dangers clearly.
It should not give the impression that gambling always leads to winning. For this reason, companies are no longer allowed to feature past winners in their ads, as this could mislead people into thinking winning is easy or common.
Billboards
When it comes to outdoor advertising, only electronic billboards will be allowed. Each licensed gambling operator can show a maximum of two ads per hour on these digital billboards.
The board has completely banned other forms of outdoor marketing like wall branding, building wraps, bus wraps, street pole ads, and roadshows.
For print media, the rules are also tighter. Gambling ads may now appear only twice a week and only in the sports section of newspapers or magazines. This is meant to limit exposure and keep the ads away from general readers, especially children.
To make sure companies follow these new rules, the BCLB will work closely with other government agencies to carry out regular checks and audits. They will look at how and where gambling ads are placed, and whether companies are obeying the law.
Dire consequences for rule breakers
Dr. Makau made it clear that those who break these rules will face serious consequences. These may include having their licences suspended or even cancelled entirely.
She added that the Board will continue reviewing the gambling industry closely and may introduce even more rules in the future to further promote responsible gambling and protect the public.
In summary, the government is now taking a firm stand on how gambling is advertised. With these detailed measures, it hopes to reduce harm, protect minors, and build a safer, more responsible gambling environment across the country.
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