Kenya’s BCLB issued a controversial directive banning influencers from promoting gambling websites and apps. We examine the fallout of the decision and the aims of the prohibition going forward.
Influencers stand out in gambling marketing by leveraging their fame or celebrity status to engage a target audience with promotional content through an array of social media platforms, video content, podcasts and blogs to boost gambling websites and apps.
Kenya has seen a marked rise in online casino gambling and sports betting, partly driven by influencer marketing, where sports stars and local celebs tap into their substantial follower bases to promote gambling sites to great effect.
In a controversial move, the Betting Control and Licensing Board (BCLB) in Kenya has banned celebrity endorsements in all forms of gambling advertising as a measure primarily aimed at discouraging the youth from engaging in gambling activities.
The Digital Communications Commission of Kenya (DCCAK), which represents workers in the digital communication sector, has expressed dissatisfaction with the BCLB’s lack of consideration for the “opinion of key industry stakeholders” when making important decisions.
The DCCAK, which promotes the rights of the creators of digital media, was unhappy with the ban and the BCLB's approach.
The directive banned gambling promotions for betting sites, crypto casinos and local currency gaming sites, featuring celebrities and mandated that all gambling advertising be reviewed by the BCLB and the Kenya Film Classification Board before distribution or exhibition. It also prohibited ads near schools, shopping districts and religious institutions.
The DCCAK claimed that the regulator introduced the ban suddenly and without prior consultation with major industry stakeholders and was generally badly received by local content creators, despite the BCLB's claim of shielding young people from gambling harm.
DCCAK chairman, Bob Ndolo, highlighted his organisation's criticism of the sudden decision, saying:
We were not consulted, yet we remain a significant player in the advertising and creative economy.
The regulator responded, insisting that the prohibition was necessary to stop the promotion of gambling as an easy and attractive way to become rich, arguing that gambling ads and content featuring celebrities usually send the wrong message to the youth.
Ndolo went on to argue that members of the DCCAK never glamorised gambling, nor do they promote it as an easy and quick way to get rich. Instead, he claimed that when used correctly, influencers can promote gaming ethically and without facilitating harm.
The DCCAK agreed that regulation is important but rejected the BCLB’s outright ban and urged the regulator to reconsider its prohibition directive and instead introduce regulations after consultation with industry stakeholders.
Kenya’s gambling promotions ban echoes similar crackdowns globally, where regulators, sports superstars and entertainment icons marketing gambling services have faced similar issues.
What's next for Kenya remains to be seen, but the outcome of this ban could set a precedent for the entire region.
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