Kenya’s betting ad spend plunges 89% after tougher marketing controls

Fresh data from Kenya’s Communications Authority shows betting and gaming advertising fell to KES 131m in Q1 FY2025/26, as new approval and content rules tightened the space for traditional media campaigns.

Kenya’s betting and gaming sector has seen a sharp pullback in advertising expenditure, with spend dropping by 89% quarter-on-quarter to KES 131 million in Q1 FY2025/26 (July–September 2025), down from KES 1.185 billion in the previous quarter, according to the Communications Authority of Kenya’s latest Audience Measurement and Industry Trends report (abridged).

The contraction is most visible in traditional channels. Television spend by betting and gaming brands fell to KES 80 million in Q1 FY2025/26 from KES 796 million in Q4 FY2024/25, while radio spend decreased to KES 51 million from KES 513 million over the same period. Print activity also effectively disappeared in the quarter, after KES 60 million was recorded in Q4 FY2024/25.

The drop comes as Kenya’s regulator tightened the advertising framework. Under updated guidelines, gambling marketing communications are prohibited unless approved by the Betting Control and Licensing Board (BCLB) and classified by the Kenya Film Classification Board (KFCB). The rules also bar celebrity and influencer endorsements, prohibit content that glamorises betting or presents it as a source of income, and restrict placement near schools, religious institutions, and other child-frequented locations.

Additional limits target print and outdoor visibility. Print ads are restricted to a maximum of two placements per week and only within newspaper sports sections, with a mandatory portion of the artwork dedicated to responsible gambling messaging, the licence number, and age restriction notices. The framework also signals stronger compliance enforcement, including audits and potential penalties for breaches.

While overall advertising expenditure across sectors increased in Q1 FY2025/26, the betting category moved in the opposite direction, underlining how policy changes are reshaping the sector’s public-facing footprint. The next test will be how effectively enforcement and reporting keep pace with marketing that shifts to digital channels.