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Gambling advert spend rebounds by 43pc, impact of tighter rules lingers
Gamblers at a betting office in Nairobi. Communications Authority of Kenya shows television continued to dominate betting advertisements, accounting for Sh137 million of the total spend.
The spending on advertising within the betting and gaming sector rose by 42.7 percent to Sh187million in the three months ended December 2025, marking a recovery for the industry, which is still reeling from the shocks of stricter rules by the Betting Control and Licensing Board (BCLB).
The spending between October and December last year marked a significant rebound compared to the previous quarter when it dipped by 89percent to Sh131 million, compared to Sh1.2 billion recorded in the preceding quarter—hit by stricter regulations from the BCLB earlier in June 2025 aimed at promoting responsible gambling and protecting minors.
Data from the Communications Authority of Kenya shows television continued to dominate betting advertisements, accounting for Sh137 million of the total spend, followed by radio at Sh49 million, while print media attracted just Sh1 million.
The rebound points to a cautious return to paid media channels by betting firms after months of reduced visibility triggered by the firmer controls on gambling promotions.
The new rules introduced stricter vetting of gambling advertisements, limits on content and timing, as well as heightened scrutiny over messaging, particularly around responsible gambling and protection of minors.
The regulatory directive also prohibited the use of celebrities, influencers, and content creators in the promotion of betting activities, directing that all advertising content be evaluated before broadcast or publication.
The crackdown had slashed betting ad spend by nearly 90 percent during the first quarter of implementation as firms were forced to scale back mass-market campaigns and rethink fresh ways to reach customers in the tightly regulated environment.
The measures disrupted what had been one of the most aggressive advertising segments in Kenya, where betting firms previously dominated prime-time television and radio slots.
Before the crackdown, gambling firms were among the most visible advertisers in Kenya, with heavy investments in mainstream media aimed at mass market penetration.
The current modest rebound in betting spend came during a quarter in which total industry advertising declined by four percent to Sh17 billion, down from Sh18 billion in the preceding quarter.
The broader slowdown reflects cautious corporate spending amid economic pressures, even as some sectors maintained or expanded their marketing budgets.
The media sector emerged as the largest advertiser during the period, with spending rising 73 percent quarter-on-quarter to Sh3.2 billion, followed by financial services with Sh2.7 billion in ad spend, as the communications sector recorded Sh2.2 billion.
During the period, the clothing, fabrics, and footwear sector recorded the fastest growth, with advertising expenditure jumping 146 percent to Sh138 million, up from Sh56 million in the previous quarter.
The surge came amid heightened consumer spending during the December festive season, when retailers typically ramp up promotions to capture holiday demand.
