In Kenya, a nation grappling with a surging gambling landscape, gambling responsibility has come under sharp focus, culminating in a significant government intervention and a subsequent, crucial dialogue between regulators and the country’s vibrant influencer community.
The Betting Control and Licensing Board (BCLB) of Kenya recently enacted a stringent ban, prohibiting celebrities, influencers, and content creators from promoting gambling advertisements across all media platforms. This decisive move, which took effect on May 29, 2025, followed a preceding 30-day advertising blackout that began on April 29, 2025. The rationale behind this bold legislative stride was clear: to curb the proliferation of gambling addiction, safeguard vulnerable populations—particularly the youth—and dismantle the pervasive glamorization of betting as a shortcut to wealth.
For years, betting firms in Kenya, a market characterized by one of Africa's highest gambling engagement rates (a recent GeoPoll study indicated 82.81% of Kenyans have engaged with gambling products), strategically leveraged influencers to reach vast, often younger, audiences. This symbiotic relationship generated significant revenue for both the betting operators and the content creators, transforming gambling promotion into a lucrative niche within the digital economy. However, concerns mounted over the ethical implications, with critics arguing that such endorsements normalized and even glorified a potentially addictive activity, often failing to adequately communicate the associated risks. The BCLB and other regulatory bodies noted with grave concern the rising number of minors exposed to betting content and the increasing incidence of gambling-related harm.
The new regulations introduced by the BCLB are comprehensive. All proposed gambling advertisements must now undergo a rigorous approval process by the BCLB itself and then be classified by the Kenya Film Classification Board (KFCB) before any publication or broadcast. Furthermore, these advertisements are mandated to prominently display the BCLB license number, clear responsible gambling messages ("Gambling is addictive! Play responsibly!"), and an explicit warning that betting is strictly for individuals aged 18 and older. Crucially, the regulations outright prohibit the use of testimonials from former winners, any content suggesting gambling as a reliable source of income, or direct calls-to-action urging immediate betting. Advertising near sensitive locations such as schools, places of worship, playgrounds, and shopping malls is also strictly forbidden, aiming to shield children and vulnerable groups from exposure.
While the ban was met with widespread public support from parents, religious organizations, and mental health advocates, it initially sparked considerable outcry from the influencer community. Many content creators expressed deep concern over the sudden loss of a significant income stream, arguing that the blanket ban lacked sufficient stakeholder consultation and disproportionately impacted their livelihoods. Groups like the Digital Content Creators Association of Kenya (DCCAK) issued ultimatums, calling for immediate dialogue and emphasizing that a complete prohibition, without exploring collaborative solutions, could harm the burgeoning creative economy. They argued that responsible digital communicators could, in fact, play a positive role in promoting ethical gambling practices and responsible messaging.
In a commendable demonstration of willingness to engage, the BCLB swiftly responded to these calls for dialogue. A crucial meeting was convened, bringing together social media influencers, content creators, musicians, and comedians. The atmosphere of the engagement was notably constructive and collaborative. Dr. Jane Makau, Chairperson of the BCLB, articulated the government’s commitment to striking a balance between economic opportunity and social responsibility. "Today, we have had a very fruitful engagement with influencers and content developers," Dr. Makau stated, emphasizing the government's openness to receiving views from all stakeholders. "Our goal is to regulate it responsibly, ensuring that vulnerable groups are protected while allowing the youth to find livelihood opportunities."
Peter Mbugi, CEO of the BCLB, echoed these sentiments, highlighting the collective responsibility to guide the public appropriately, given that gambling is recognized as an addictive "demerit good." Influencers present, including prominent figures like musician Kevin Kioko and comedian Oga Obinna, expressed remorse for past "oversights" in their promotional activities. They publicly pledged to adhere to the forthcoming guidelines and actively promote responsible gambling habits. This willingness to acknowledge past practices and commit to a more ethical future marks a significant step forward in co-creating a sustainable regulatory framework.
The engagement signals a hopeful outlook for the industry and society. Further discussions are planned to refine guidelines governing how influencers can promote betting activities responsibly. The ultimate goal is to develop a framework that not only encourages ethical messaging and discourages underage betting but also effectively mitigates gambling-related harm. Kenya's Betting Control and Licensing Board, through this proactive dialogue, appears committed to fostering an environment where entertainment and economic activity can coexist with robust social safeguards, setting a potential precedent for other nations grappling with similar challenges in the digital age.
