In our previous post, “Influencers Worried by New Gambling Ad Rules”, we highlighted how Kenya’s content creators are scrambling after the Betting Control and Licensing Board (BCLB) banned gambling promotions by influencers. Now, the government has intensified its reforms—issuing sweeping bans that strike directly at the heart of celebrity-led marketing.
What’s New: Broader, Clearer, and More Enforceable
Since May 29, 2025, the BCLB has enacted a comprehensive directive that extends beyond influencers:
- Complete ban on gambling endorsements by celebrities, creative personalities, athletes, and content creators across all media formats—TV, radio, social platforms, billboards, and live streams (Hiristov, 2025).
- Mandatory pre-vetting of all gambling advertisements by the BCLB and classification by the Kenya Film Classification Board (KFCB) before airing.
- Geographic and format restrictions, including bans on ads near schools, places of worship, and playgrounds, a cap of two digital billboard slots per hour, and prohibitions on bus wraps, street pole advertising, print ads in non-sports sections, and roadshows.
These reforms reflect regulators’ attempts to contain the normalization of gambling and ensure public exposure to betting is strictly controlled.
Influencers Respond: Ultimatums, Demand for Dialogue
Creators haven’t stayed quiet. Within days of the ban, the Digital Content Creators Association of Kenya (DCCAK) issued a 48-hour ultimatum to BCLB, demanding consultations and more inclusive policymaking (Ngano,2025).
Mercy Kamande—a Nairobi-based influencer—voiced worry: “This will affect a lot of us.” High-profile figures like Nadia Mukami have also expressed concern, underscoring the policy’s direct impact on livelihoods(Mutiria,2025).
Media icon Willis Raburu emphasized that regulation is necessary, but felt the exclusionary approach missed an opportunity for co-creating ethical guidelines:
“They should have consulted more widely… call all the relevant parties together for a discussion to reach common ground.”
Why It Matters: Balancing Protection and Creative Economy
- Protecting vulnerable groups: The reforms aim to shield minors and financially strained youth from glamorized gambling—especially significant given the tie between influencer marketing and normalizing betting behavior(Mutiria,2025).
- Economic ethical dilemma: The gambling sector contributed Sh19.6 billion in taxes and excise in 2024/25. Influencers powered a sizable portion of that through digital campaigns. The new rules disrupt both the income streams of creators and promotional avenues for operators.
What’s Next: Roadmap for Reform and Redemption
While blunt, the BCLB signals it’s open to refinement. Potential paths are emerging:
- Certification programs for approved influencers, with mandatory training and age-restriction filters.
- Responsible messaging schemes, requiring disclaimers and context-sensitive campaigns.
- Scheduled stakeholder meetings between BCLB officials and the DCCAK to co-develop future guidelines.
