April 30, 2025 – Nairobi, Kenya: In a major regulatory move, gambling companies in Kenya now need KFCB filming permits to produce and air any audiovisual advertisements. The directive, issued by the Kenya Film Classification Board (KFCB), comes in the wake of a 30-day suspension of all gambling advertisements imposed by the Betting Control and Licensing Board (BCLB).
This new requirement mandates that all recorded gambling ads must be licensed and classified before they are broadcast across TV, radio, social media, digital platforms, or outdoor screens.
What the KFCB Directive Requires
According to the public notice issued by KFCB, all gambling firms must:
- Obtain a filming license via the Technical Management System (TMS) at kfcb.go.ke
- Submit recorded audiovisual advertisements for classification
- Receive a Certificate of Approval from KFCB before public dissemination
“No gambling-related audiovisual content may be broadcast without KFCB classification and approval,” the agency stated.
This directive applies to all promotional content, including:
- Betting ads
- Lottery announcements
- Gaming app videos
- Sponsored celebrity endorsements
Legal Backing: Films and Stage Plays Act Cap 222
The KFCB enforces this requirement under the Films and Stage Plays Act Cap 222, which empowers the board to:
- Regulate broadcast and public exhibition content
- Ensure conformity to Kenya’s cultural values, moral standards, and national interests
- Protect children and vulnerable audiences from harmful or misleading content
KFCB is a state agency operating under the Ministry of ICT, Innovation, and Youth Affairs.
Why This Matters Now
The announcement comes days after the BCLB ordered a 30-day suspension of all gambling-related advertising across media platforms, citing:
- Rising gambling addiction
- Youth exposure during watershed hours
- Misrepresentation of gambling as a “shortcut to wealth”
The ban is part of a broader government crackdown on unregulated gambling promotions, with enforcement led by a Multi-Agency Task Force comprising:
- The Ministry of Interior
- The Office of the Attorney General
- Communications Authority of Kenya
- Kenya Revenue Authority
- Media Council of Kenya
- Directorate of Criminal Investigations
- Kenya Film Classification Board
What Gambling Operators Must Do
Effective immediately, all licensed gambling operators in Kenya must:
- Cease running unclassified audiovisual ads
- Register and submit content through the KFCB Technical Management System (TMS)
- Wait for a Certificate of Approval before resuming promotional activity
- Adhere to the BCLB’s broader responsible gambling directives
Media houses, influencers, and advertising agencies are also cautioned not to run gambling content that lacks KFCB classification.
Broader Implications for the Gambling Industry
This move increases the cost and compliance burden for gambling operators, who must now:
- Budget for licensing and classification fees
- Prepare for longer ad campaign timelines
- Face legal action or suspension for non-compliance
Analysts expect the rule to affect:
- Betting firms sponsoring sports teams
- Online betting platforms targeting mobile users
- Celebrity influencers in gambling promotions
Final Thoughts
With the new regulation, gambling companies in Kenya now need KFCB filming permits before airing ads — marking a shift toward stricter content control and multi-agency oversight. This approach seeks to balance the economic role of gambling with growing public health concerns, especially around youth exposure and addiction.
While industry stakeholders call for clear, predictable enforcement, consumer protection advocates have praised the move as a vital step in promoting responsible gambling across the nation.
