By Dr. Grace Githaiga
Kenya’s recent 30-day blanket ban on gambling advertisements across all media platforms has ignited heated debate, revealing entrenched challenges in the nation’s media and regulatory landscape.
While the move is framed as a public health response to rising gambling addiction and misleading advertising- especially targeting minors and vulnerable groups, implications for the media industry and the broader regulatory landscape are underscored.
Dr Haroun Mwangi, a communication and Media expert, avers that globally, gambling is tightly regulated, “but Kenya’s approach has long been inconsistent, often shaped by close, sometimes problematic, ties between media owners and gambling operators”.
The surge in gambling ads, particularly during watershed hours (5 am–10 pm), and their portrayal of betting as a shortcut to wealth, triggered mounting public outcry and prompted the government’s intervention. The Betting Control and Licensing Board (BCLB) cited “rampant” exposure of children and vulnerable groups to gambling content, and the mischaracterization of gambling as a legitimate investment, as key reasons for the ban.
Media Sustainability Crisis
The ban has exposed the financial fragility of Kenya’s media sector. With over 700 radio and TV stations operating in a relatively small market, many have become heavily reliant on gambling advertisements for survival.
Dr Mwangi argues that this overreliance has shifted media priorities away from serving the public good, raising questions about freedom of expression and the media’s societal role.
“The ban, while necessary for public welfare, threatens to push some media houses into financial distress, potentially leading to layoffs or market exits.”
Need for Revenue Diversification
There is broad consensus that while advertising is vital for media sustainability, gambling should not be a primary revenue source due to its social harms.
Industry voices and observers urge Kenyan media to diversify their revenue streams and look to international examples, such as Sweden, where careful regulation prevents such dependency.
However, the challenge is to design regulation that curbs harm without stifling legitimate business activity or undermining the economic viability of the media sector.
Industry Resistance and Compliance
With the 30-day ban, will the industry comply? Some media owners may resist the ban, possibly lobbying legislators to dilute the regulations or delay compliance.
There are concerns about mass layoffs and market exits if the ban is extended, but others see this as an opportunity for the industry to reach a healthier equilibrium between supply and demand.
The Association of Gaming Operators Kenya (AGOK) has called for structured dialogue with regulators to develop balanced advertising guidelines that promote responsible gaming without undermining lawful business.
Regulatory Enforcement
The ban is being enforced by a multi-agency team, including the BCLB, Communications Authority (CA), Kenya Revenue Authority (KRA), and the Kenya Film Classification Board (KFCB).
All gambling-related ads must now be submitted to KFCB for pre-approval, and Parliament is being urged to expedite the Gambling Control Bill to empower regulators with enhanced enforcement powers.
The Media Council of Kenya is also expected to finalize new advertising guidelines in line with court rulings.
A Turning Point for Kenya’s Media
Kenya’s gambling ad ban is both a response to urgent public health concerns and a catalyst for a wider reckoning within the media industry.
It highlights the urgent need for regulatory reform, ethical advertising practices, and sustainable business models that prioritize the public interest over commercial gain.
As the government, industry, and civil society navigate this transition, the challenge will be to strike a balance between protecting vulnerable populations and ensuring the long-term viability and integrity of Kenya’s media ecosystem.
Dr. Grace Githaiga, CEO KICTANet.
