Kenya's new Gambling Control Act brings 14-day licence reviews and tighter ad rules

Kenya has started its first licensing cycle under a new gambling regime, and the difference from the old setup is hard to miss. The Gambling Control Act replaces the 1966 framework, creates a new Gambling Regulatory Authority (GRA), and gives operators a more defined path for licensing, appeals, and compliance.

1. Five subsidiary regulations came into effect on 1 July, triggering Kenya’s first licensing cycle under the new regime. Licence applications must now be reviewed within 14 days of submission, the final board decision is due within 30 days, and appeals must go to tribunal within 14 days of rejection.
2. The Gambling Control Act established the GRA and shifted oversight away from the Betting Control and Licensing Board. For operators and their PSPs, that means a new regulator, a new process, and fewer excuses for the kind of regulatory drift the market had been living with.
3. John Mutua, CEO of the Association of Gaming Operators Kenya (AGOK), called the act “far-reaching in the best sense” and said it finally gives the industry the structural foundations it needed after years of turbulence. He added that operators who comply “will survive long term,” while those outside the compliance scope will find it harder to sustain their business.
4. Peter Kesitilwe, CEO of the African iGaming Alliance, said the framework is “more comprehensive and aligned” than the previous approach. He pointed to clearer oversight structures, a formal appeals mechanism, stronger responsible gaming obligations, and clearer online provisions, with consistency now the key issue.
5. Advertising has also been tightened. Every ad must be approved in writing by the GRA and classified by the Kenya Film Classification Board, must devote 20% of its space to responsible gambling warnings, and cannot include celebrity endorsements. TV and radio ads are banned between 06:00 and 22:00, except during live sports.

The act also requires licensees to have a corporate body in which at least 30% of shares are held by Kenyan citizens. In practice, that puts more scrutiny on who actually owns and runs the licensed business, and makes the old “briefcase operator” model a much worse fit for the market.