The Betting Control and Licensing Board (BCLB), in partnership with various government agencies, on Friday released guidelines for gambling advertisements.
This follows the temporary ban on all advertisements that was issued on April 29. The halt paved way for the newly released guidelines.
The new rules, outlined in an official press release by the Executive Office of the President, prohibit the use of celebrities, social media influencers, and content creators in gambling promotions.
For many content creators, the ban means losing a steady source of income. Over the past few years, several entertainers, YouTubers, and social media personalities have partnered with betting firms to promote their services, especially to younger audiences.
“This will affect a lot of us,” said Mercy Kamande, a Nairobi-based influencer who has worked with two betting companies in the past. “But it also reminds us that we have a responsibility to our followers, especially the youth.”
The BCLB said the ban is meant to protect minors and discourage the glamorisation of gambling.
“Celebrity endorsements have glamorised gambling,” said Peter Munene, the Board’s Communications Director. “This regulation is about removing that appeal and making sure the public, especially young people, receive honest messaging around the risks of betting.”
In addition to not glamorising betting with the use of celebrities, influencers and content creators to endorse or promote gambling, all ads will now be required to carry responsible gambling messages, including the BCLB license number and a warning that gambling is restricted to people aged 18 and above.
In addition, adverts will not be allowed near schools, churches, mosques ,or places often used by children.
In a collaborative effort, the Kenya film Classification Board will now be responsible for reviewing and classifying gambling adverts before they appear on TV, radio, online, platforms or billboards.
The new rules were developed in consultation with various government agencies, including the Ministry of Interior, the Kenya Revenue Authority, the Communications Authority of Kenya and the Media Council of Kenya.
As influencers adapt to the new changes, the conversation around ethical advertising and digital responsibility is growing louder as stakeholders in the digital and media sectors are now expected to adjust their practices in line with the updated regulations.
