Could US Gaming Industry Learn Something From Kenya? East African Country Limits Gambling Ads

Posted on: April 29, 2025, 08:18h. 

Last updated on: April 29, 2025, 10:34h.

Devin O'Connor @CasinoorgDevinO Read More

Expertise: Asia Pacific Gaming, Commercial Gaming, Legislation, Politics.

• Kenya has banned all gambling ads for 30 days
• Government officials say sports betting firms haven’t complied with advertising rules
• Sports betting is wildly popular in Kenya

Consumers in the United States continue to face an onslaught of gaming advertisements when they turn on their televisions or glance at their social media streams.

The proliferation of gambling content, exacerbated by the US Supreme Court’s 2018 decision to allow states to legalize sports betting, has raised concerns in Congress and state capitals across the country.

Legislation on the federal and state levels has sought to limit when and how often gambling firms can use mass media to promote their products. To date, no such bill has been signed into law.

Responsible gaming watchdogs believe the US might be wise to turn to Kenya for a policy directive regarding gambling adverts. Kenya’s Betting Control and Licensing Board (BCLB), an executive office of the president through the Ministry of Interior and Coordination, announced Tuesday a 30-day ban on all gambling advertisements across all media platforms.

Kenyans will NOT see betting adverts on TV or hear them on the radio for the next 30 days,” the BCLB said on X. “We have SUSPENDED all gambling advertisements across media platforms until promoters fully comply with our set guidelines on responsible marketing.”

Kenya, the 27th most populous country in the world, is home to a handful of small casinos and a widespread sports betting market. Betting on sports through local retail shops is the most popular form of gambling in the East African nation.

Gambling Marketing Crackdown 

Top officials in President William Ruto’s government say enough is enough when it comes to the nonstop advertisements marketing sports gambling. The BCLB’s gambling ad stoppage comes after the Communications Authority of Kenya said many licensed sportsbooks were failing to comply with the country’s media regulations that require gambling promos to include responsible gaming messaging.

The Communications Authority is committed to ensuring that broadcasters operate within the confines of their licenses and in accordance with the Programming Code. Failure to comply within the stipulated period will result in regulatory action, including possible revocation of broadcast licenses,” the agency said in a release warning gaming operators to become compliant with all necessary rules within 14 days.

The BCLB’s 30-day ban on gaming ads gives advertisers an additional two weeks to edit their ads to become compliant. The BCLB encourages the public to report violations of the gambling ad ban to the Board.

“The suspension of betting adverts is meant to curb misleading ads, protect minors, and promote responsible betting,” the BCLB added. “No betting firm will be allowed to advertise until they fully comply with the revised BCLB guidelines.” 

US Take Page From Kenya?

Numerous polls conducted in US states where sports betting is legal have found that a majority of consumers would like to see fewer gambling advertisements. Sportsbook firms say they’ve scaled back their advertising frequency since the industry has somewhat settled following the rampant rush oddsmakers embarked on to secure market share in the wake of the 2018 landmark SCOTUS decision.

The federal statute would also ban ads from using words designed to induce gambling, like “bonus,” “no sweat,” “bonus bets,” and “odds boost.” The SAFE Bet Act hasn’t made any progress in the Capitol, as it continues to rest with the Committee on Energy and Commerce.