Kenya’s latest crackdown on gambling advertisements has triggered sharp criticism from the country’s digital content creators, who say they were sidelined in the decision-making process. The new rules, which ban influencers and celebrities from promoting betting firms, are being met with resistance from creatives who fear for their livelihoods.
Highlights:
- Kenya bans influencers and celebrities from endorsing gambling brands.
- Content creators accuse authorities of excluding them from discussions.
- New rules require all betting ads to be pre-approved and classified.
- DCCAK warns of lost income and urges collaboration for safer messaging.
- Government remains firm on curbing gambling addiction.
Main Story
Following Kenya’s announcement of strict new guidelines targeting gambling promotions, the Digital Content Creators Association of Kenya (DCCAK) has criticized the government for implementing the changes without involving key players in the digital economy.
The new regulations, announced on May 29 by the Betting Control and Licensing Board (BCLB), ban all endorsements of gambling companies by celebrities and influencers. In addition, all gambling-related content must now be submitted for prior approval and classification by the BCLB and the Kenya Film Classification Board (KFCB) before going public.
But DCCAK says the move blindsided the creative community.
“We were not consulted, yet we remain a significant and legitimate player in the advertising and creative economy,” said Bob Ndolo, chair of DCCAK.
Ndolo expressed concern that the ban could hurt the incomes of digital creators who rely heavily on brand partnerships—including betting firms. He emphasized that while the association supports responsible gambling, it believes influencers could be key partners in promoting safer betting practices rather than being excluded entirely.
“The move to ban influencers altogether disregards the professional discipline many of our members exercise when promoting any product, including betting,” Ndolo noted.
He also highlighted the potential for creators to amplify messages around moderation, financial literacy, and responsible decision-making, especially among youth-dominated digital audiences.
DCCAK is now calling for urgent engagement with the BCLB and other stakeholders to chart a more inclusive path. The group argues that a collaborative approach would yield smarter and safer outcomes in the fight against problem gambling.
“We strongly believe that working together with stakeholders, including influencers, will result in smarter, safer, and more impactful outcomes,” Ndolo added.
The Association of Gaming Operators-Kenya (AGOK) echoed similar sentiments, urging for more flexible policies and ongoing dialogue. However, the government has reiterated its stance, emphasizing the need to protect minors and vulnerable groups from gambling-related harm.
As the debate unfolds, all eyes are on whether regulators will make room at the table for creators who have long shaped digital culture in Kenya.
Are creators being sidelined—or could they be the missing link in responsible gambling campaigns?
