Kenya Introduces New Gambling Advertising Restrictions

3.05.2019, 15:10

Kenya’s gambling operator has limited the abilities of gambling operators to promote their products. This follows a trend in many countries, such as Sweden, to ban gambling ads. Kenya is the first African country to do so.

The new changes are to take effect this month. Restrictions concern advertising on traditional broadcast outlets, billboards and social media. However, there are various degrees of limitations, depending on the outlets.

Gambling ads are not allowed on TV from 6 am to 10 pm. Advertising outdoors will be completely banned, as well as on social media. Furthermore, using celebrities to promote gambling will not be allowed. A similar betting sponsorship ban was adopted in Italy. Such influencer marketing is a common advertising method of many bookmakers.

Ads in print will be allowed, but only with disclaimers. Much like with cigarettes, all ads will have to devote at least one-third of ad space to gambling downsides messages. Before any ads publishing, all of it will have to be submitted to the regulator for approval.

Kenya might seem far for most gamblers and online casino fans. However, its gambling market is ever-growing, with bookmakers such as 22Bet attracting the most sports fans. Only in 2018, gambling-related Google searches dominated Kenya. Gambling market presence in the search engine amounted to 84%, the highest rate in Africa.

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