The biggest surprise for foreign operators isn't tax

Foreign betting operators usually arrive ready for tax and licensing. What catches them out is marketing.

Tanzania's Gaming Advertising Code changes the economics of customer acquisition. Operators that bring their usual playbook risk having campaigns pulled mid-flight, wasting budget, and building a compliance record that follows them to license renewal.

Here are the seven differences that matter most.

1. Every ad needs approval first

In many markets, operators launch campaigns and deal with complaints afterwards. In Tanzania, gaming advertising needs the Gaming Board's approval before it runs. Each operator must also have its own advertising code of practice approved by the Board, and the Board can order any ad withdrawn.

What it means: approval time has to be built into every campaign timeline. A campaign planned for this weekend's match should have been submitted well before it.

2. Bonus-led growth doesn't translate

In many markets, welcome bonuses and free bets are how operators win customers. In Tanzania, advertising credit, vouchers or rewards as an inducement to gamble is prohibited. The main exception is an approved loyalty program with fully published terms.

What it means: your acquisition model has to rely on product, odds, brand and loyalty, not upfront incentives. Plans that assume bonus-driven growth curves will overestimate early volumes.

3. Daytime broadcast is off limits

There are no gaming ads on radio or TV between 6:00 am and 2:00 pm on weekdays, except on dedicated sports channels. There are also none just before, during or just after the news, live events of national interest or Parliament.

What it means: every operator competes for the same evening and weekend slots and the same sports channels, which pushes up media prices. Digital channels become more important, but they're regulated too.

4. Responsible gaming takes up real space

Every ad must carry a responsible gaming message. It must fill at least 10% of print and outdoor ads and 25% of moving displays, and include the Gaming Board's toll-free helpline. Celebrities and influencers must mention responsible gambling and the helpline themselves.

Ads also can't show children, link gambling with drinking, suggest that winning is certain, or promise better finances. A winner's name or photo can only be used with the consent of the winner and the Board.

What it means: creative made for other markets usually needs redesigning, not just translating.

5. Prize claims need proof

If you advertise a prize, you must also show the odds or the return to player, and for time-limited promotions, how likely it is that someone wins.

What it means: "Win millions!" campaigns need a compliance check before launch, not after.

6. Your cheapest channel needs permission

Unsolicited SMS and calls need the Board's written approval. Self-excluded players must not receive any promotions.

What it means: bulk SMS, often the cheapest channel in East Africa, needs to be planned through approvals and checked against your exclusion list before every send.

7. Advertising now carries its own taxes

Gaming marketing in Tanzania is taxed twice over. Commercial advertising of betting and gaming on TV, radio and in print attracts a 10% excise duty on advertising fees. Since the Finance Act 2025, commissions paid for gaming advertising and promotion are also subject to withholding tax.

What it means: every shilling of media spend costs more than it appears. Media plans and affiliate contracts that ignore these taxes understate the true cost of every customer acquired.

Compliance as an advantage

The operators that do well treat these rules as part of their strategy, not a legal afterthought. They:

  • Build Board approval into every campaign timeline
  • Design creative for Tanzania from the start
  • Plan media spend around the blackout periods
  • Price excise duty and withholding tax into media budgets and affiliate contracts
  • Invest in loyalty programs rather than bonuses
  • Check every SMS list against their self-exclusion register

The result is fewer withdrawn campaigns, less wasted spend, and a cleaner record when the license comes up for renewal.

Frequently asked questions

Do gaming ads in Tanzania need approval?

Yes. Gaming advertising needs the Gaming Board's approval, and the Board can order any advertisement withdrawn.

Can betting companies offer welcome bonuses in Tanzania?

Advertising credit, vouchers or rewards as an inducement to gamble is prohibited. Approved loyalty programs with fully published terms are the main exception.

When can gaming ads run on TV and radio?

Not between 6:00 am and 2:00 pm on weekdays, except on dedicated sports channels, and not around news, live national events or Parliament.

Is gaming advertising taxed?

Yes. Commercial gaming advertising on TV, radio and in print attracts a 10% excise duty on fees, and advertising and promotion commissions are subject to withholding tax.

Get a marketing compliance review

Before your next campaign, Glenrich reviews your marketing plan, promotions, creative and affiliate contracts against Tanzania's advertising rules and tax requirements. You get a clear list of what to change, so growth doesn't turn into a compliance problem.

If you're an operator outside Tanzania, we work by video call, in English, around your time zone.

[Book a free introductory call] ·

Thomas Mubondo, CPA, CFE, is the founder of Glenrich Consultants, Samora Tower, Dar es Salaam.