The digital age has reshaped how children and young people consume information. Screens now dominate learning, entertainment, and social interaction. In Kenya, mobile phones, televisions, and social media platforms expose minors to a constant flow of content, much of it commercial. While technology brings opportunity, it also carries risk. Advertising, when left unchecked, can influence behaviour before children understand consequences. Gambling and betting promotions have become one of the most pressing concerns in this space.
Kenya’s recent regulatory actions reflect growing awareness that minors require stronger protection. Policymakers now recognise that responsibility cannot rest on parents alone. The state, media, and advertisers must play a role. The sharp decline in gambling advertising in 2025 did not happen by accident. It followed deliberate policy choices aimed at shielding children from harmful exposure.
The Growing Exposure of Minors to Gambling Content
For years, betting advertisements flooded Kenya’s media landscape. They appeared during football matches, entertainment shows, and prime-time news. They also spread rapidly on digital platforms, where age controls remain weak. Many of these messages framed gambling as a shortcut to wealth. Others linked betting to success, fame, or social status. This environment placed minors at risk. Although Kenyan law restricts gambling to adults, advertising did not always respect this boundary. Children often consumed the same content as adults. In urban areas, smartphones gave young people direct access to betting messages through social media, pop-ups, and shared content. In rural areas, radio and television carried similar influence.
Evidence of concern grew over time. Educators, parents, and religious leaders raised alarm about early gambling habits among youth. Financial stress, school dropout, and mental health struggles increasingly appeared in public discourse. While gambling addiction affects adults, early exposure increases vulnerability. Preventing harm therefore requires reducing visibility, not just punishing underage participation.
Kenya’s Regulatory Shift and the Impact on Advertising
In 2025, Kenya took one of its strongest regulatory steps yet. The Betting Control and Licensing Board introduced stricter advertising rules. These measures aimed to promote responsible gambling and protect minors. The results were immediate and measurable.
Data from the Communications Authority of Kenya showed that gambling advertising expenditure fell by 89 percent in the quarter ending September 2025. Spending dropped from Sh1.2 billion in the previous quarter to Sh131 million. Television advertising declined to Sh80 million. Radio received Sh51 million. This sharp contraction reflected compliance, not market collapse. The rules introduced several key changes. All gambling adverts now require prior approval from both the BCLB and the Kenya Film Classification Board. Regulators also banned the use of celebrities, influencers, and content creators in betting promotions. Authorities argued that public figures exert strong influence over young audiences. Removing them reduced aspirational pressure on minors. The guidelines further restricted placement and content. Adverts cannot appear near schools or during times when children are likely watching or listening. Messaging must avoid glamorising gambling or portraying it as a solution to financial hardship. Every approved advert must carry responsible gambling warnings and clear age restrictions. This regulatory shift marked a move from reactive enforcement to preventive policy. Instead of responding to harm after it occurs, Kenya chose to limit exposure at the source.
Why Protecting Minors Requires More Than Parental Control
Some critics argue that parents should manage what children watch and consume. While parental guidance matters, it cannot replace structural protection. Digital content moves faster than supervision. Algorithms recommend content automatically. Children often access devices outside the home, including in schools, cybercafés, and public spaces. In Kenya, smartphone penetration continues to rise. Affordable data bundles and social media platforms make online access widespread. This reality weakens traditional safeguards. Even well-informed parents cannot monitor every click or screen. Regulation therefore fills a critical gap.
Advertising works by repetition and emotional appeal. Children lack the cognitive maturity to separate persuasion from information. When betting adverts promise quick rewards, minors may internalise unrealistic expectations. Over time, this normalisation shapes attitudes toward risk and money. Kenya’s approach recognises that child protection is a public interest issue. Just as the state regulates alcohol, tobacco, and pharmaceuticals, it must regulate gambling communication. The goal is not censorship. It is harm prevention. International experience supports this view. Countries that restrict harmful advertising often see reduced youth participation and delayed initiation. Kenya’s policies align with this global trend, while remaining grounded in local realities.
Balancing Economic Interests with Social Responsibility
The reduction in gambling advertising has raised economic concerns. Media houses rely on advertising revenue. Creative agencies and digital influencers also feel the impact. These concerns deserve attention. However, economic growth cannot override social protection. Advertising markets adjust over time. Media organisations diversify revenue. Brands shift strategies. What remains constant is the cost of inaction. When minors develop gambling habits early, society bears long-term consequences. These include household debt, unemployment, mental health strain, and crime. Kenya’s reforms also encourage ethical business practices. Companies must rethink how they engage consumers. Responsible advertising builds trust. It signals respect for the law and for society. Over time, it strengthens industry credibility.
The broader lesson extends beyond gambling. Similar principles apply to alcohol, vaping, and emerging digital products. Any industry targeting adults must design safeguards for children. The digital age does not excuse neglect. Protecting minors also supports national development goals. A healthy, focused youth population contributes more effectively to education, innovation, and economic growth. Prevention saves public resources. It reduces pressure on social services and healthcare systems.
Safeguarding the Future in a Digital Society
Kenya’s experience shows that policy can shape behaviour. The dramatic drop in gambling advertising demonstrates the power of regulation when enforcement is clear and consistent. More importantly, it shows commitment to protecting minors in an increasingly complex media environment. The digital age will continue to evolve. New platforms will emerge. Marketing strategies will adapt. Regulators must remain vigilant. Laws must evolve alongside technology. Enforcement must stay firm.
Protecting minors is not a temporary campaign. It is an ongoing responsibility. It requires cooperation between government, media, industry, parents, and communities. Kenya has taken a significant step. The challenge now lies in sustaining and strengthening these efforts. In the long run, societies are judged by how they protect their most vulnerable. By placing children’s wellbeing at the centre of media policy, Kenya sends a clear message. Progress should never come at the cost of a child’s future.
