Kenya’s Parliament has passed a sweeping new law that will sharply restrict gambling advertising, raise penalties for illegal practices, and place new obligations on betting firms and broadcasters. The move is aimed squarely at tackling rising cases of gambling addiction and shielding children from the industry's growing influence.
The Gambling Control Bill, 2023, approved by both the National Assembly and Senate, marks the most significant overhaul of gambling regulation in years.
“This is not about punishing businesses,” said one lawmaker familiar with the Bill. “It’s about protecting our people, especially young Kenyans who are most at risk.”
Under the new rules, gambling ads featuring celebrities or branded on public transport will be banned. Advertisements near schools will also be outlawed, along with any messaging that suggests betting is a legitimate way to earn a living.
“A gambling advertisement shall indicate the addictive nature of gambling, notify players to play responsibly, and prohibit children from playing,” the Bill reads.
In a major shift, TV and radio stations will only be allowed to air gambling content between 10:00 pm and 6:00 am — unless it’s during a live sports event. That means prime-time adverts for popular betting firms could soon disappear from airwaves.
The law also mandates that 20% of all gambling ads be dedicated to messages promoting responsible betting — an effort to counter the glossy, high-stakes image typically pushed by betting brands.
Firms that breach these new standards could face fines of up to KSh20 million, or prison sentences of up to 20 years. Media houses will not be spared either. Broadcasters and publishers who run unlawful ads will be held liable under the same penalties.
The Bill also hands sweeping new powers to the Sports Cabinet Secretary, who will have final say on what kind of betting activities can be advertised, and what information can be included in the promotions.
Critics of Kenya’s gambling culture — which has exploded over the past decade — say the law is long overdue. Betting, especially among young adults, has become deeply ingrained, often fuelled by flashy adverts, mobile apps, and celebrity endorsements.
Supporters of the new Bill say it sends a clear message that the industry must now take responsibility for its social impact.
If signed into law by the President, the Bill is expected to reshape Kenya’s betting landscape, limiting public exposure and redefining how gambling is portrayed — or permitted — in mainstream media.
Still, industry players are likely to push back. Betting companies have long argued that advertising is essential for business growth and customer engagement. But lawmakers maintain the stakes are too high to ignore.
“We cannot allow our youth to be lost to false hope sold through flashing lights and famous faces,” one MP told reporters after the vote. “This Bill is a step towards sanity.”