The Betting Control and Licensing Board (BCLB) has issued a directive prohibiting the use of celebrities and social media influencers in gambling advertisements. This measure is part of a broader regulatory effort to address rising concerns about the influence of gambling promotion on youth and vulnerable populations.
The directive includes the following prohibitions and requirements:
Celebrity and Influencer Advertising Ban: All licensed betting and gaming operators are prohibited from using social media influencers or public figures in the promotion of gambling products and services.
Advertising Restrictions Across Platforms: The use of broadcast, print, digital, and outdoor media for gambling advertisements is restricted, particularly during hours when minors are likely to be exposed.
Mandatory Risk Warnings: All gambling advertisements must include clear warnings about the addictive nature of gambling. These warnings must occupy at least one-third of the advertisement space.
Time-Based Restrictions: Gambling advertisements on television and radio are restricted to after 10:00 p.m. and before 6:00 a.m.
These rules were developed in collaboration with the Communications Authority and other regulatory stakeholders.
According to statements from BCLB leadership, the decision is grounded in growing evidence that gambling, classified as a “demerit good,” poses risks to public welfare, particularly for young individuals. The proliferation of gambling content online, often promoted through influencers and celebrities, was identified as a contributing factor to increased betting participation among minors and young adults.
The BCLB indicated that the new regulations are intended to protect young consumers, prevent exploitation by betting companies, and align the gambling industry with responsible advertising practices.
The betting industry has expressed concern over the economic and marketing impact of the restrictions. Betting operators are required to immediately adjust their marketing strategies and ensure compliance with the new guidelines or risk fines, suspension, or revocation of their operating licenses.
Additionally, affiliate marketers and advertising agencies working with betting companies are expected to adhere to the same standards, with penalties for non-compliance.
Consumer advocacy organizations have supported the move, citing its potential to reduce the normalization of gambling. Policy analysts have noted that the BCLB’s decision follows a global trend where regulatory bodies in jurisdictions such as the UK and Australia have implemented similar bans to limit the influence of promotional gambling content on youth.
The BCLB has indicated that enforcement mechanisms will include both manual reviews and collaboration with media regulators and digital platforms. Operators found to be in breach of the directive may face suspension or loss of their betting licenses, in addition to financial penalties.
The ban on celebrity and influencer advertising in the gambling industry marks a significant regulatory development aimed at safeguarding public health and promoting responsible gambling. Ongoing monitoring and enforcement will determine the effectiveness of the measures in curbing gambling-related harm.
