The Kenya Film Classification Board (KFCB) has issued a directive requiring all gambling companies to obtain filming licenses for their pre-recorded audiovisual advertisements. This move is part of the government’s broader efforts to promote responsible gambling and tighten regulatory oversight within the industry.
KFCB Acting CEO Pascal Opiyo announced that gambling firms must apply for these licenses through the board’s Technical Management System (TMS), accessible via kfcb.go.ke or directly at tms.kfcb.go.ke.
In addition to acquiring filming licenses, companies are now required to submit their gambling-related ads to the KFCB for classification. Upon approval, the board will issue a Certificate of Approval, ensuring the content meets national regulatory standards before it can be broadcast or published.
Opiyo emphasized that media outlets are prohibited from airing unclassified gambling advertisements, in accordance with the Films and Stage Plays Act, Cap 222 of the Laws of Kenya. This includes content shared on television, radio, digital platforms, and public screenings.
As the agency responsible for regulating audiovisual content in Kenya, KFCB plays a crucial role in ensuring that advertisements—especially those targeting sensitive audiences—are aligned with the country’s legal and moral frameworks. The new directive is seen as a key step in curbing irresponsible promotion of gambling, which has been linked to social and economic harm, particularly among youth.
The Kenya Film Classification Board’s (KFCB) directive requiring gambling firms to obtain licenses for audiovisual advertisements comes in the wake of a broader government crackdown on the betting industry. This follows a recent announcement by the Betting Control and Licensing Board (BCLB), which suspended all gambling advertisements and testimonials across media platforms for a period of 30 days, effective immediately.
In a statement, BCLB cited mounting concern over the rapid spread of gambling in the country and its increasingly harmful effects on society. The board specifically criticized some betting promoters for portraying gambling as a quick and easy route to wealth—an approach that has proven especially enticing to vulnerable groups, including minors and low-income individuals.
To strengthen regulation and promote responsible gambling, the government has also established a multi-agency task force. This team is tasked with developing comprehensive measures to protect the public from exploitative marketing tactics and gambling-related harm.
“The Betting Control and Licensing Board hereby orders the immediate suspension of all gambling advertisements and testimonials across all media platforms for thirty (30) days with effect from the date of this statement,” read part of the directive.
These coordinated efforts underscore a growing determination by authorities to rein in what many view as a national gambling crisis, with both regulatory bodies and content overseers now working in tandem to ensure that gambling is conducted within ethical and legal boundaries.
The Betting Control and Licensing Board (BCLB) has announced an immediate 30-day suspension of all gambling advertisements and testimonials across all media platforms. The decision, effective from the date of the statement, is in response to increasing concerns over the growing gambling crisis in Kenya and its detrimental effects on society.
BCLB Chairperson Jane Mwikali emphasized that certain gambling promoters have been misrepresenting gambling as a legitimate investment opportunity and a quick path to wealth, which has particularly targeted vulnerable groups, including minors. “Some gambling promoters are increasingly mischaracterizing gambling as a legitimate investment opportunity and a shortcut to wealth creation,” Mwikali stated.
The suspension covers all forms of gambling promotion, including radio and TV ads, social media posts, newspaper advertisements, billboards, SMS and email campaigns, as well as celebrity or influencer endorsements.
As part of the directive, all licensed gambling operators are required to cease such promotional activities immediately and submit any existing advertisements to the Kenya Film Classification Board (KFCB) for review and approval. Operators are also urged to comply with all applicable laws and take measures to promote responsible gambling within their marketing strategies.
This move is part of a broader government effort to curb the unchecked spread of gambling advertisements and mitigate the negative societal impacts associated with gambling addiction and exploitation.