Kenyan gambling regulator meets with influencers to discuss way forward
The interaction comes just days after the Digital Content Creators Association of Kenya (DCCAK) issued a 48-hour ultimatum to the betting regulator to suspend its ban on gambling ads.
Kenya.- The Betting Control and Licensing Board (BCLB) has convened a key meeting with social media influencers, content creators and entertainers to discuss the recent ban on promoting betting companies.
The interaction comes just days after the Digital Content Creators Association of Kenya (DCCAK) issued a 48-hour ultimatum to the betting regulator to suspend its ban on gambling ads and celebrity endorsements, and to enter a dialogue with them.
The meeting, held at the BCLB’s Nairobi offices, assembled a diverse group of industry stakeholders and content creators. The discussion’s tone was open and solution-focused, with attendees on both sides acknowledging that cooperation between regulators and industry stakeholders is key to protecting the public while supporting legitimate business ventures for entertainers and digital content creators.
Dr. Jane Makau, chairperson of the Board, welcomed the productive dialogue and reaffirmed the government’s commitment to collaborating with different stakeholders, including young people and content creators, to find a balance between economic growth and social welfare.
Makau said: “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. 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.”
Building on Makau’s message, Peter Mbugi, the Board’s CEO, noted that content creators wield considerable influence over their followers and should therefore advocate for safer gaming habits. He said: “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.”
Influencers acknowledge responsibility
Oga Obinna, a popular comedian with a million-plus subscribers on YouTube, spoke first for the influencers, acknowledging the impact content creators have on shaping public opinion. He said: “As influencers, we have a responsibility to guide society, especially the youth, away from reckless gambling. We will consider the directives carefully and return with actionable insights.”
Musician Kevin Kioko, popularly known as Bahati, apologised for past errors on behalf of creators and pledged to support government guidelines. He stated: “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. We’re grateful for the opportunity to have this dialogue, and we promise to promote responsible betting practices moving forward.”
New framework takes shape
After initial discussions, participants shared ideas for a new advertising framework, including mandatory responsible gambling labels, time restrictions to protect minors and limits on influencer promotions. The creators suggested a certification system, allowing approved influencers to maintain brand partnerships while penalising non-compliant promoters.
On their part, regulators agreed to study global best practices, particularly from the UK and Australia, to develop rules tailored to Kenya’s needs.
The talks ended with the BCLB scheduling a follow-up meeting to finalise draft guidelines and outline implementation plans on how influencers will continue promoting betting activities. Meanwhile, influencers plan to work with lawyers, brand managers and mental health experts to create a code of conduct for the regulator’s consideration.
