JetBet Kenya is facing growing questions over its decision to use a sexualised image of a woman to promote a 100% first deposit bonus.
Kenyans on X called out JetBet for running a sexualised advert drawing attention to the model's body rather than the financial risks and conditions attached to gambling.
The accompanying image featured a woman in revealing clothing holding dice.
The advert raises a troubling question about the standards JetBet considers acceptable when attracting new customers.
What does a woman's cleavage have to do with a betting bonus?
Why should a company marketing a gambling service rely on sexualised imagery to draw attention to an offer that requires consumers to deposit their money?
The campaign's creative approach has prompted users to question the relevance of the model, with one commenter asking, “why the female there though”, while another wrote, “What does a woman's boobs do on a betting site.”
These reactions expose an obvious disconnect between the product being sold and the imagery being used to sell it.
The problem goes beyond the presence of a woman in an advertisement. It concerns the deliberate choice to make her appearance one of the most prominent elements of a campaign designed to encourage people to register and deposit money.
Instead of putting the actual conditions of the promotion at the centre of the message, JetBet has packaged its betting offer in imagery that has left viewers discussing the model rather than asking what the advertised bonus really means for their wallets.
The wording of the promotion deserves equal scrutiny. “100% MORE” and “We DOUBLE your first stake!” are designed to make the offer look financially attractive, but a bonus is not necessarily money that a customer can withdraw freely. Its real value depends on the terms governing eligibility, wagering requirements, withdrawal conditions, maximum bonus amounts and expiry periods.
The use of a large percentage figure to attract first time depositors also raises questions about how clearly the company communicates the financial commitment involved.
A person drawn in by the promise of a doubled stake may concentrate on the apparent reward without fully considering the possibility of losing the original deposit or the restrictions that may apply to bonus related winnings.
We clearly see that JetBet is unanimously promoting careless gambling which is very harmful to the community and the country at large.
The Betting Control and Licensing Board announced tighter gambling advertising guidelines in May 2025, including requirements concerning regulatory approval and classification of gambling marketing communications.
Kenya subsequently enacted the Gambling Control Act, 2025, which established the Gambling Regulatory Authority of Kenya. The specific requirements applicable to JetBet's September 2026 advertisement must be assessed under the law and regulations in force at the time of publication.
The regulator should establish whether the campaign received the necessary approvals and whether its content complied with the applicable advertising standards.
The public deserves answers on whether JetBet's marketing approach meets the standards expected of a company soliciting deposits from Kenyan consumers.
The company should disclose the full terms of the advertised promotion, clarify the approvals obtained for the campaign and explain why sexualised imagery was considered appropriate for marketing a betting service.
It should also explain what steps it takes to ensure that customers understand the financial risks of betting before registering and depositing money.
These questions matter because gambling promotions are not ordinary advertisements for harmless consumer products. They encourage people to risk money, and their presentation can influence how consumers perceive the potential rewards.
When a campaign places a large bonus figure beside a sexualised image, the regulator should establish whether the advert communicates the offer responsibly and meets all applicable legal requirements.
Again, why is JetBet using a woman's body to sell a betting bonus?