THE GAMING ADVERTISING CODE OF PRACTICE IN TANZANIA
The gaming industry in Tanzania is regulated by the Gaming Board of Tanzania (GBT) under the Gaming Act, Cap. 41. The Board is responsible for licensing, monitoring and regulating gaming activities, including casinos, sports betting, lotteries, slot operations and internet gaming.
As gaming advertising continues to expand through television, radio, billboards, websites and social media, Tanzania has established an Advertising Code of Practice to promote responsible advertising and protect the public from misleading or harmful gaming promotions. The Gaming Board lists the Advertising Code of Practice among its regulatory instruments, dated 2023.
1. Why the Advertising Code is Important
The main purpose of the Code is to ensure that gaming advertisements are conducted in a responsible, fair and controlled manner. Advertising should not encourage irresponsible gambling or create the impression that gaming is a guaranteed way of making money.
The Government has previously emphasized restrictions on gaming advertisements as part of efforts to promote responsible gaming and protect the public.
2. Advertising Must Promote Responsible Gaming
Gaming operators should ensure that their advertisements do not encourage excessive or irresponsible participation in gaming.
Advertisements should not present gambling as a solution to financial difficulties or suggest that a person can become wealthy simply by betting. Promotional messages should therefore be truthful, balanced and should not create unrealistic expectations.
3. Protection of Children and Young People
One of the important principles of gaming regulation is protecting minors from participating in gaming activities. The Gaming Board expressly identifies allowing minors to participate in gaming as illegal.
Gaming advertisements should therefore be designed and placed in a manner that does not target children or encourage persons below the legally permitted age to participate.
4. Advertisements Must Not Be Misleading
Gaming advertisements should provide information that is accurate and capable of being substantiated. Operators should avoid claims that exaggerate the chances of winning, guarantee profits or conceal important conditions attached to promotions.
For example, an advertisement stating “Win guaranteed money today” may create a misleading impression where winning is actually dependent on chance.
5. Promotions and Bonuses
Gaming promotions, bonuses, jackpots and other incentives should be advertised transparently. Any important terms and conditions should be made reasonably clear to consumers.
Operators should avoid promotional campaigns that may mislead customers about the actual value of a bonus or the requirements that must be fulfilled before a customer can benefit from it.
6. Social Media Advertising
The Code is particularly relevant in today's digital environment. Gaming operators, influencers, marketing agencies and other persons involved in promoting gaming should exercise caution when advertising through Facebook, Instagram, TikTok, YouTube, X and other digital platforms.
The fact that an advertisement is published online does not remove the operator's regulatory obligations. Licensed gaming activities remain subject to oversight by the Gaming Board, including internet gaming.
7. Influencers and Brand Ambassadors
Influencers and celebrities promoting gaming products should ensure that their content does not encourage irresponsible gambling or misrepresent the chances of winning.
Gaming operators should also exercise due diligence when engaging influencers, because the method of promotion does not necessarily remove the operator's responsibility for complying with applicable gaming advertising requirements.
8. Compliance Is a Business Responsibility
Compliance with the Gaming Advertising Code should not be treated merely as a marketing issue. It is a regulatory and legal compliance obligation.
Gaming operators should therefore review their advertisements, promotional campaigns, sponsorship arrangements, influencer agreements and digital marketing strategies before publication.
The Gaming Board has authority to regulate gaming activities in Tanzania, while operating gaming activities without the required licence is prohibited.
Conclusion
The Gaming Advertising Code of Practice in Tanzania provides an important framework for ensuring that gaming advertisements are responsible, transparent and consistent with the objectives of gaming regulation.
For gaming operators, advertisers, media houses, influencers and digital marketing agencies, compliance should be considered before an advertisement goes live—not after a regulatory problem arises.
In a rapidly growing digital gaming market, responsible advertising is not only good business practice; it is an essential part of regulatory compliance.
Legal Disclaimer: This article provides general information on gaming advertising regulation in Tanzania and should not be treated as a substitute for legal advice. Specific advertising campaigns should be reviewed against the applicable legislation, regulations, directives and requirements of the Gaming Board of Tanzania.