The Digital Content Creators Association of Kenya (DCCAK) has issued a 48-hour ultimatum to the Betting Control and Licensing Board (BCLB), demanding urgent dialogue to address the recent ban on influencers and content creators promoting gambling activities.
This move follows the BCLB’s stringent new regulations announced on May 29, 2025, which prohibit celebrities, influencers, and content creators from endorsing or promoting gambling—a decision that has sparked significant backlash from Kenya’s digital content creation community.
The BCLB’s updated framework, introduced after a 30-day suspension of all gambling advertisements that began on April 29, 2025, aims to promote responsible gambling and protect vulnerable groups—particularly minors and youth—from the risks of addiction.
The regulations mandate that all gambling advertisements be approved by the BCLB and classified by the Kenya Film Classification Board (KFCB) before airing. Additionally, ads must not glamorize betting, must include responsible gambling messages, and are prohibited from featuring public figures or being placed near schools, religious institutions, or areas frequented by children.
However, the DCCAK argues that the blanket ban on influencer participation was implemented without sufficient stakeholder consultation, undermining the role of responsible digital communicators in promoting ethical gambling practices.
Speaking at a press conference on Friday, May 30, 2025, the association emphasized that many content creators adhere to BCLB regulations and international advertising standards, actively supporting responsible gambling messaging and promoting only licensed operators.
“We express our concern regarding the lack of stakeholder engagement before the issuance of this directive,” the DCCAK stated, lamenting the exclusion of influencers despite their significant role in Kenya’s digital economy.
The association has called for an urgent meeting with BCLB officials, the Office of the Attorney General, and other relevant stakeholders to co-develop guidelines for responsible digital gambling content.
“We would be honored to collaborate on BCLB’s ‘Chukua Control’ campaign, leveraging our networks and creative talent to extend its reach—especially among the youth,” the DCCAK reiterated, signaling a willingness to work constructively with regulators.
The 48-hour ultimatum, announced via social media, underscores the growing frustration among content creators who rely on gambling promotions as a significant revenue stream.
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The ban has hit influencers hard, with many, including high-profile figures like singer-songwriter Nadia Mukami, facing financial uncertainty. Mukami, a former brand ambassador for betting firms, declined to comment extensively, citing contractual obligations and the sensitivity of the issue.
“I am not settled as I am heading to the hospital. Kindly allow me not to comment on this issue for now, because it’s a government matter,” she said.
Media personality Willis Raburu echoed the sentiment, criticizing the lack of consultation.
“They should have consulted more widely. As Otieno Kajwang’ once said, there should have been a consensus; call all the relevant parties together for a discussion to reach common ground,” Raburu stated.
He further argued that while gambling addiction is a serious issue, banning influencers outright—without exploring collaborative solutions—is unfair.
The BCLB’s crackdown comes amid growing concerns over the normalization of gambling in Kenya, fueled by rising internet penetration and the influence of celebrity endorsements on the country’s youth.
According to a recent GeoPoll report, betting has become a significant cultural and economic phenomenon across Africa, with Kenya ranking among the continent’s top betting markets. The government collected Sh19.6 billion in excise duty and income taxes from betting and gaming activities in the 2024/25 financial year, highlighting the industry’s economic significance.
The Association of Gaming Operators–Kenya (AGOK) has also called for structured dialogue, with chairperson Sasa Krneta emphasizing the industry’s support for regulations that promote responsible gambling.
“We promote responsible gambling, and all we want is to ensure that Kenyans only bet on what they can afford to lose,” Krneta said.
– By Jeremiah Richu
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