BCLB finally sits down with influencers to discuss advertising ban
Barely a week after calling on the Betting Control and Licensing Board (BCLB) of Kenya to review its complete ban on gambling ads and celebrity endorsements, the country’s top content creators at last secured face-to-face talks with the regulator.
The sweeping advertising freeze, announced earlier this year, halted all influencer-led campaigns for betting firms and sparked heated debate within Kenya’s fast-growing creative economy. Musicians, comedians, and social media personalities argued that the blanket rule threatened livelihoods. At the same time, public health advocates insisted that unrestrained marketing was fuelling a spike in problem gambling among the youth.
Opening the doors to dialogue
Responding to mounting pressure, the BCLB convened an unprecedented meeting at its Nairobi offices, bringing together a cross-section of creators and industry representatives. Chairperson Dr. Jane Makau, Chief Executive Peter Mbugi, and senior board officials spent several hours listening to concerns and outlining the regulator’s position. Attendees described the atmosphere as candid but constructive, with both sides agreeing that collaboration, not confrontation offers the best route to safeguarding the public while preserving legitimate economic opportunities for entertainers and digital entrepreneurs.
The board sets the tone
Dr. Makau opened the forum with a clear message of inclusivity. “Today, we have had a very fruitful engagement with influencers and content developers. The government is open to reason and to receiving views from stakeholders,” Makau stated.
She underscored the delicate balancing act facing policymakers: promoting innovation and job creation without exposing vulnerable citizens to harm.
“We recognise that gambling can be addictive, and it must be controlled. Our goal is to regulate it responsibly, ensuring that vulnerable groups are protected while allowing the youth to find livelihood opportunities.”
Her remarks signalled a shift from earlier communications that some influencers had criticised as heavy-handed and unilateral.
Regulators emphasise shared responsibility
Peter Mbugi reinforced the chairperson’s theme of partnership, stressing that creators command enormous sway over audience behaviour and, therefore, have a duty to champion safer play.
“We are here to enhance the promotion of responsible gambling. Gambling is addictive and a demerit good, so our collective responsibility is to guide the public appropriately,” he stated. “The influencers have assured us they will adhere to the guidelines to ensure that their content promotes responsible gaming habits.”
Industry observers view BCLB’s willingness to engage with stakeholders so soon after the ban as an encouraging sign that the policy may evolve into a more nuanced code rather than an outright prohibition.
Content creators own up
Influencers present at the session acknowledged their role in shaping public attitudes. Popular comedian Oga Obinna, who has over a million subscribers across his YouTube channels, took the microphone first.
“As influencers, we have a responsibility to guide society, especially the youth, away from reckless gambling.”
The sentiment was echoed by recording artist Kevin Kioko, better known to fans as Bahati.
“We acknowledge that some of us may have overdone it in the past and apologise for that. We are committed to following the guidelines issued by the BCLB and the government,” Kioko remarked. “We’re grateful for the opportunity to have this dialogue, and we promise to promote responsible betting practices moving forward.”
Their candid admissions drew nods from regulators, who have long argued that unchecked celebrity endorsements normalise betting among teenagers.
A framework for the future
With the ice broken, participants exchanged preliminary ideas for a revamped advertising framework. Proposals on the table include mandatory “responsible gambling” tags on all promotional content, time-of-day restrictions to keep betting ads away from minors, and a cap on the frequency of influencer-led campaigns. Creators urged the BCLB to consider certification programs that would allow approved personalities to continue brand partnerships under strict guidelines, thus rewarding compliance while penalising rogue promoters. Regulators, for their part, promised to review global best practices from jurisdictions such as the United Kingdom and Australia to craft rules that reflect Kenyan realities.
What happens next
The has already pencilled in a follow-up meeting for next week to refine draft guidelines and map out implementation timelines. Dr. Makau’s team will circulate a discussion paper beforehand to ensure all parties arrive prepared. Meanwhile, influencers plan to consult lawyers, brand managers, and mental health experts to develop a code of conduct they can present to the regulator.
“Our focus remains on safeguarding our population by promoting awareness on responsible gambling. We recognise the significant employment and economic contributions of the betting industry, but these must be balanced with social responsibility,” Peter Mbugi concluded.
Kenya’s creative sector now waits to see whether the dialogue can translate into pragmatic rules that protect young audiences without stifling an industry that has become a cornerstone of modern marketing. The coming weeks will reveal whether this rare show of unity between the government and influencers can deliver a sustainable model for responsible betting promotion—one that could serve as a template for other emerging markets grappling with the same challenge.
