Kenyan Influencers worried by new gambling ad rules demand dialogue
On 29 May 2025, the Betting Control and Licensing Board (BCLB), in collaboration with the Ministry of Interior, Kenya Revenue Authority, Communications Authority of Kenya, and the Media Council of Kenya, announced stringent guidelines for gambling advertisements. The move came after the BCLB suspended all gambling ads for 30 days beginning 29 April 2025 to allow regulators time to craft a more controlled framework.
Under the new rules, no celebrities, social media influencers, or content creators may feature in gambling promotions. All ads must carry the BCLB licence number, responsible gambling messages, and a clear warning that betting is permitted for people aged 18 and older. Advertising near schools, places of worship, and areas frequented by children will face outright prohibition. The Kenya Film Classification Board must now review and classify every gambling ad before it airs on television, radio, digital platforms, or appears on billboards.
Ban hits influencers income
Kenyan influencers fear the ban will deal a heavy blow to their livelihoods. For years, betting firms have tapped online personalities to reach younger audiencesa strategy that generated significant revenue for both parties. This will affect a lot of us, said Mercy Kamande, a Nairobi-based influencer who has worked with two betting companies in the past. Many creators now find themselves scrambling for alternative brand partnerships and revenue streams.
High-profile digital stars, including singer-songwriter Nadia Mukami, have already voiced unease. Nadia, a former brand ambassador for betting firms, said: I am not settled as I am heading to the hospital. Kindly allow me not to comment on this issue for now because its a government matter. The sudden shift in policy has left dozens of content producers confronting financial uncertainty.
Influencers demand dialogue
The escalated the tension by issuing a 48-hour ultimatum to the BCLB, demanding an urgent meeting to review the ban. At a press conference on 30 May 2025, the association argued that the blanket prohibition lacked adequate stakeholder consultation and dismissed the role of responsible digital communicators. We would like to express our concern regarding the lack of stakeholder engagement before the issuance of this directive, the DCCAK stated.
The group called for a roundtable involving BCLB officials, the Office of the Attorney General, and other industry leaders to co-develop guidelines that strike a balance between the protection of minors and the rights of influencers. They also offered to support the regulators Chukua Control campaign: We would be honoured to collaborate on BCLBs Chukua Control campaign, leveraging our networks and creative talent to extend its reachespecially among the youth, the DCCAK reiterated.
Stakeholders call for collaboration
Media personality Willis Raburu underscored the need for broader 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 acknowledged the seriousness of gambling addiction but insisted that an outright ban on influencerswithout exploring collaborative solutionsdeparted from best practice. Peter Munene, BCLBs Communications Director, defended the regulations: Celebrity endorsements have glamorised gambling, he said. This regulation is about removing that appeal and making sure the public, especially young people, receive honest messaging around the risks of betting.
Economic impact and industry response
Gambling has become a significant cultural and economic phenomenon across Africa, and Kenya ranks among the continents top markets. shows that rising internet penetration and celebrity endorsements have driven rapid growth. In the 2024/25 financial year, the government collected Sh19.6 billion in excise duty and income taxes from betting and gaming activities, underlining the industrys fiscal importance.
The has voiced support for responsible advertising measures. We promote responsible gambling, and all we want is to ensure that Kenyans only bet on what they can afford to lose, said AGOK chairperson Sasa Krneta. AGOK urged regulators and influencers to engage in structured dialogue to craft workable standards.
What lies ahead
As the 48-hour deadline approaches, content creators brace for a possible extension of the suspension or revised guidelines. Influencers are preparing fallback strategies, including partnerships with non-gambling brands and expansion into educational, lifestyle, and fintech content.
Regulators, meanwhile, face pressure to strike a balance between protecting youth and promoting creative expression and economic freedom. If the BCLB convenes stakeholders for an inclusive consultation, Kenya could pioneer a model for ethical gambling promotion that safeguards vulnerable groups while preserving the dynamism of the digital economy. Without compromise, both sides risk further conflict and prolonged disruption of an industry that supports thousands of livelihoods.
