Kenya’s Betting Control and Licensing Board (BCLB) has prohibited influencers from all forms of gambling advertising. Authorities believe the ban will have positive long-term implications and is a necessary step toward a regulated gambling industry.
Influencer gambling ads are commercials featuring celebrities, social media stars, and streamers who either subtly or overtly promote gambling platforms. They do this by appealing to their followers through personal testimonials or casually integrating such sites into their high-profile lifestyles.
With the rapid rise of social media platforms, advertisers moved beyond traditional media to influencer marketing, even venturing as far as highly popular crypto casinos such as Stake Casino. Kenya has also seen the rise of celebrities endorsing gambling activities or websites, but that is set to change with the imposition of a recently announced ban.
On May 29th, the Betting Control and Licensing Board (BCLB), under the Office of the President in Kenya, banned celebrities, influencers and content creators from endorsing or promoting gambling activities.
Dr. Jane Mwikali Makau, chairperson of the BCLB, commented on the move, saying:
Our objective is to promote a safe and responsible gambling environment that protects our society’s most vulnerable members while maintaining the integrity of the industry.
While this initiative could significantly impact the nation’s flourishing betting endorsement market, authorities remain adamant that the ban will have a positive long-term outcome and that it’s a necessary step toward a fully regulated gambling industry.
The government had previously suspended all gambling ads in the country for 30 days before the May 29th announcement, pending a set of stringent new laws aimed at protecting vulnerable Kenyan citizens and minors and ushering in a new phase of stricter oversight.
While the government reinstated gambling promotions across all media platforms, it did so under new regulatory guidelines aimed at curbing problem gambling.
Under the new rules, gambling operators are prohibited from associating betting with fame and fortune or using celebrity endorsements. All sports betting and casino gambling ads must be pre-vetted by the BCLB and approved by the Kenya Film Classification Board (KFCB), with this procedure applying to both traditional and digital media platforms.
Media outlets and broadcasters must ensure that gambling advertisements have approval from the BCLB and KFCB, and failure to comply could result in severe sanctions. Operators are also prohibited from advertising near schools, churches, and playgrounds, and all promotional content must comply with specific guidelines.
These moves align with the country’s efforts to tighten control over the online and mobile casino sector, with Kenyan authorities increasingly concerned about the spike in underage gambling, 24-hour access to betting websites, and the dramatic increase in online advertising by operators.
BCLB chairperson, Dr. Jane Makau, clarified that tightening regulation policies was seen as a public health initiative and confirmed the formation of a multi-agency task force to oversee ongoing regulatory reforms. This will be responsible for enforcing regulations, cracking down on black market operators, ensuring tax compliance and more closely monitoring the gambling industry.
Through the tightening of gambling regulations via ongoing regulatory reforms, and with Kenyan influencers set to lose millions of shillings in revenue as the new directive brings a sudden end to a reliable income stream, the government’s stance is unambiguous: gambling ads cannot glorify risk.
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