1. Kenya: From Watershed to 30-Day Blackout
Kenya’s Betting Control & Licensing Board (BCLB) first issued advertising guidelines in 2021: no gambling ads outside 8 p.m.–6 a.m., mandatory “18+ | Play Responsibly” tickers, and pre-vetting of every creative. iGB
On 29 April 2025 the regulator went further, slapping a 30-day blanket ban on all gambling ads while it drafts a fresh regulatory framework. Operators must now submit revised concepts that “unequivocally protect minors and curb addiction” before the hiatus lifts. Next
Market snapshot: ~11 m active bettors; key brands include SportPesa, Betika, Odibets and MozzartBet. (Internal Dice estimates)
2. Nigeria: Vet Before You Post
Nigeria’s National Lottery Regulatory Commission (NLRC) licenses betting, but promotional policing now sits squarely with the Advertising Regulatory Council of Nigeria (ARCON). Under the ARCON Act 2022 and 2023 vetting notice, every gambling message—TV, billboard, Instagram Reel or TikTok—is subject to pre-exposure approval, costing ₦7,500–₦100,000 per creative. Techpoint Africa
Key restrictions:
- No minors in visuals or targeting
- Mandatory “responsible gaming” disclaimers
- Ads implying guaranteed wealth are banned
- Influencer posts = ads (must carry ARCON approval code)
Market snapshot: Industry worth ~₦600 bn ($1.5 bn) a year; KPMG pegs annual revenue potential at $2 bn+ as smartphone penetration tops 52 %. source.ecoversities.orgLinkedIn
Major players: Bet9ja, 1xBet Nigeria, NairaBet, MerryBet.
3. South Africa: Provincial Pre-Approval & Heavy Disclaimers
South Africa’s National Gambling Act (as amended) hands ad oversight to both the National Gambling Board (NGB) and the self-regulated Advertising Regulatory Board (ARB). Provincial boards—most notably the Western Cape Gambling & Racing Board—require all licensee advertising to be pre-cleared. ICLG
Core rules:
- Prohibition on advertising any unlawful gambling (e.g., unlicensed online casinos)
- Responsible-gambling message must occupy a fixed proportion of the ad
- Ads must not target or portray minors, or claim gambling is a route to social success
Market snapshot: Wagers topped R1.1 trn in FY 2023/24; GGR hit R59.3 bn—a 25 % YoY leap. TimesLIVEiGB
Leading operators: Hollywoodbets, Betway ZA, Supabets.
| Requirement | Kenya | Nigeria | South Africa |
|---|---|---|---|
| Pre-approval | BCLB vetting of every ad | ARCON vetting (₦7.5k–₦100k) | Provincial boards (e.g., WCGRB) + ARB code |
| Watershed / Time band | 8 p.m.–6 a.m. | None yet | None federally; broadcasters often apply 9 p.m. watershed |
| Blanket ban? | Yes – 30-day pause (Apr/May 2025) | No | No |
| Responsible-gambling disclaimer | Mandatory | Mandatory | Mandatory, fixed size |
| Penalties | Ad pull-downs, licence suspension | Fines, ad takedown, prosecution | Fines, licence conditions |
| Key pressure point | Protecting youth & curbing addiction | Vetting bureaucracy & influencer compliance | Provincial fragmentation |
5. What This Means for Marketers & Affiliates
- Local vetting is now table-stakes. Copy and artwork must be cleared before spend—budget for time and fees.
- One creative ≠ three markets. Kenya’s 30-day hiatus means contingency plans (CSR, RG content) are vital; Nigeria’s ARCON code demands approval codes on every influencer post; South Africa’s responsible-gambling logo rules dictate layout.
- Responsible-gambling tone wins trust. All three regulators are signalling that education > hype.
6. Outlook
Expect:
- Kenya to emerge with even tighter ad caps once the 30-day ban ends;
- Nigeria to start naming-and-shaming non-compliant influencers;
- South Africa to harmonise provincial ad-vetting into a single digital portal.
For cross-border campaigns, build modular creatives—swap logos, disclaimers and approval codes fast—and lean on local legal counsel to stay ahead of sudden directives.