Digital content creators have voiced strong opposition to the recent suspension of gambling advertisements by the Betting Control and Licensing Board (BCLB), particularly the ban on influencer participation.
The Digital Content Creators Association of Kenya (DCCAK) has called for a more inclusive approach to regulation, saying that banning influencers and celebrities from promoting gambling undermines the role of responsible digital communicators in the national conversation on betting regulation.
On April 29, 2025, the BCLB announced a 30-day suspension of all gambling advertisements and testimonials across all media platforms to ensure strict compliance with legislative and regulatory frameworks governing gambling and related advertising in Kenya.
BCLB chairperson Jane Mwikali cited concerns over the rampant airing of gambling adverts during the watershed period, which exposes minors and vulnerable individuals to potential addiction.
DCCAK expressed concern over the sweeping regulatory overhaul due to the lack of stakeholder engagement before the issuance of the directive.
The association emphasised that influencers have consistently adhered to platform regulations, BCLB requirements, and international advertising standards, and their input should have been sought.
“As a body representing digital content creators and influencers across the country, we were not consulted, yet we remain a significant and legitimate player in the advertising and creative economy,” DCCAK chairman Bob Ndolo said in the statement.
While announcing the 30-day suspension of all gambling advertisements and testimonials, BCLB cited “grave concern” over the depiction of gambling as a shortcut to wealth and the adverse socioeconomic effects on families and communities.
Under the new rules, gambling adverts must not glamorise betting or use celebrities, influencers, or content creators to endorse or promote gambling.
All adverts must be submitted to the BCLB for approval and to the Kenya Film Classification Board (KFCB) for classification before airing.
Ads cannot be placed near schools, religious institutions, or places frequented by children.
Each advert must display the BCLB license number, the operator’s details, and a responsible gambling message such as “Gambling is addictive! Play responsibly!”.
Advertisements are barred from depicting gambling as a source of income or associating it with social success.
While DCCAK commended the BCLB’s efforts to regulate the gambling space, it criticised the blanket exclusion of influencers from gambling promotions, as they can be instrumental in disseminating controlled, ethical, and approved content, especially in digital spaces where youth engagement is high.
"The move to ban influencers altogether disregards the professional discipline many of our members exercise when promoting any product, including betting. We urge BCLB to consider a more inclusive approach to regulation—one that leverages the influence, creativity, and reach of our members in support of safer gambling, rather than excluding them," Ndolo said.
The DCCAK highlighted that its members have consistently supported responsible gambling messaging and promoting only licensed operators.
The association is now calling for urgent stakeholder engagement with the BCLB, the Office of the Attorney General, and other relevant parties to discuss how digital content creators can play a constructive role in responsible gambling communication.
"We support regulation, not silencing. We strongly believe that working together with stakeholders, including influencers, will result in smarter, safer, and more impactful outcomes. With the right framework, influencers can amplify the importance of moderation, financial literacy, and informed decision-making,” Ndolo said.
While some industry players, including the Association of Gaming Operators-Kenya (AGOK), have also called for more structured dialogue and co-creation of advertising standards, the government has remained firm on its stance to protect the public, particularly minors, from the risks of gambling addiction.
