Kenya Bans Gambling Ads

Kenya’s decision to suspend all gambling advertisements marks a major shift in the country’s gaming landscape—and a significant challenge for affiliate marketers and operators alike.

The announcement, made by Kenya’s Betting Control and Licensing Board (BCLB), is already sending shockwaves through the iGaming world. With immediate effect, the ban covers all forms of advertising, including television, radio, online platforms, and outdoor media.

This isn’t the first time Kenya has taken a tough stance on gambling. But the speed and scope of this latest move has caught many in the industry off guard.

Here’s what’s happening, why it matters, and how affiliates and operators might respond.

What’s behind the decision?

The Kenyan government has made it clear that the move is part of a wider campaign to curb gambling-related harm—especially among young people.

Officials have voiced growing concern over the rising number of minors exposed to betting content. With smartphone penetration increasing across Kenya and mobile money making deposits easy, regulators argue that gambling ads are normalising betting for underage users.

In the official statement, the BCLB noted that the ban was necessary “to protect consumers and promote responsible gambling.” The implication is clear: visibility equals accessibility, and regulators are now taking aim at the top of the marketing funnel.

The impact on affiliate marketers

For affiliates active in Kenya, the effects are immediate and significant.

Without the ability to promote operators through ads on social media, display networks, or sponsored placements, many standard acquisition models are now off the table. Even organic content may fall under scrutiny, particularly if it contains promotional messaging or bonus codes.

Affiliate businesses built around paid traffic in Kenya will need to pivot fast. SEO-focused affiliates may still find room to manoeuvre, but even then, content must now tread carefully to remain compliant with the spirit of the ban.

Some may look to double down on WhatsApp, Telegram, or influencer partnerships to maintain reach—but even these channels may soon fall under review.

Operators face tough questions

For operators licensed in Kenya, the advertising freeze could cause real pain.

Marketing drives user acquisition, and affiliates are a vital part of that engine. Without them, operators face rising acquisition costs, declining visibility, and the risk of player drop-off.

Brands that rely heavily on short-term signups or aggressive promo tactics will be hit hardest. Those with strong databases and CRM strategies may fare better, especially if they can activate dormant users through first-party channels.

Some operators may now look to deepen partnerships with local content creators or sports figures in the hope of flying under the radar—but with BCLB watching closely, that’s a risky strategy.

How affiliates can adapt

In the short term, the smartest affiliates will focus on building authority—not just traffic.

That means investing in content that educates rather than sells. Reviews, how-to guides, responsible gambling resources, and industry news are all safer bets than bonus-led copy or aggressive calls to action.

Building email lists and owning first-party data will also be crucial. If you can no longer run ads, you’ll need to find ways to keep your audience close and engaged. Telegram groups, newsletters, and private communities may now play a bigger role.

It’s also worth monitoring how enforcement unfolds. Will the ban include search engine listings? How will influencer posts be treated? And will operators push back or accept the rules as final?

The answers to those questions will shape what’s still possible in Kenya’s affiliate space.

Is this a sign of things to come?

Kenya isn’t alone. Across Africa and beyond, regulators are tightening controls on gambling advertising.

In the UK, whistle-to-whistle ad bans are already in place. In Australia, new restrictions have just been announced. And in Europe, countries like Spain and Italy have imposed near-total bans on gambling ads in recent years.

Kenya’s move may reflect a broader trend: governments becoming more protective of their populations, and less tolerant of aggressive marketing in high-risk verticals.

For affiliates, it’s a reminder to diversify markets, stay close to legal developments, and be ready to pivot when policies change.

Final thoughts

The Kenyan ban on gambling ads is a wake-up call for the iGaming world.

For affiliates, it’s a signal to sharpen your compliance knowledge and future-proof your business. For operators, it’s a prompt to look beyond paid media and think about long-term player value.

This isn’t the end of affiliate marketing in Kenya—but it is a moment of reinvention. And those who move quickly, ethically, and strategically will be the ones still standing a year from now.