The Lower Eastern Times Opening The Third Eye
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Advertising spend by betting and gambling companies dropped sharply by 89 percent to Sh131 million in the first quarter of the 2025/26 financial year, largely due to tighter sector regulations.
Data from the Communications Authority of Kenya (CA) shows the figure is a steep decline from Sh1.2 billion recorded in the previous quarter (Q4 2024/25).
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The drop follows stricter advertising rules introduced last year by the Betting Control and Licensing Board (BCLB) and Kenya Film Classification Board (KFCB).
The regulations ban celebrity and influencer endorsements, require all gambling ads to have KFCB classification, prohibit content that glamorizes betting or presents it as a source of income, restrict ads near schools and religious institutions, and cap print advertising at 20 percent.
According to the CA data, television gambling ads fell to Sh80 million in Q1 2025/26 from Sh796 million in Q4 2024/25, while radio ads dropped to Sh51 million from Sh513 million. Betting firms did not spend anything on print advertising in Q1, down from Sh60 million previously.
Despite the slump in gambling ads, overall advertising grew in other sectors. Office equipment and supplies saw a 537 percent surge to Sh255 million, tourism and entertainment rose 128 percent to Sh1.8 billion, and the communications sector increased spending by 124 percent to Sh2.2 billion.
CA’s Audience Measurement and Industry Trends Report noted that television advertising was led by the communications sector, which invested Sh1.56 billion in Q1 2025/26. Tourism, entertainment, and financial services followed, each spending over Sh1.2 billion. Media, personal care, and property sectors also allocated more than Sh950 million each to TV advertising.
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Television remains a dominant medium due to its wide reach and visual appeal, while radio was led by financial services and transport firms, which spent Sh1.3 billion and Sh727 million respectively in the quarter.
The report also highlighted ongoing challenges in the media advertising industry, including shifting audiences to digital platforms, gaps in measurement and monetisation, and the growing influence of regional and vernacular markets.
