As global regulators tighten the reins on gambling promotion, social media influencers find themselves caught in the crossfire—worried, sidelined, and urgently seeking dialogue to protect their livelihoods.
A Global Crackdown Takes Hold
In Kenya, the Betting Control and Licensing Board (BCLB) recently unveiled sweeping new rules that prohibit influencers, celebrities, and content creators from appearing in gambling advertisements. The aim is clear: curb glamorized depictions of betting and curb youth exposure to addictive content by dissociating gambling from fame or success.( .
Meta, too, has joined the tightening trend—now requiring rigorous licensing, identity verification, and bans on ad targeting under-18s across Facebook and Instagram(Byers,2025). Meanwhile, in Brazil, the Senate has banned celebrity endorsements, restricted sports sponsorships, and imposed watersheds on gambling ads.
Uncertainty and Outrage
Kenyan influencers have been vocal in expressing concern about the sudden loss of a major revenue stream. Mercy Kamande, a Nairobi-based creator, noted, “This will affect a lot of us.” Creators are scrambling to find alternative partnerships as betting brands previously accounted for a significant portion of their income (Mutiria,2025).
Media personality Willis Raburu emphasized the lack of consultation around these decisions, calling for broader stakeholder engagement: “They should have consulted more widely. … Call all the relevant parties together for a discussion to reach common ground”(Mutiria,2025).
The Economic Stakes Are High
Kenya’s betting and gaming sector is a major economic force. In the 2024/25 financial year alone, the government collected 19.6 billion Kenyan shillings in excise duties and taxes from the industry(Mutiria,2025)..
While the Association of Gaming Operators–Kenya supports responsible advertising, its chair, Sasa Krneta, urges regulators and influencers to work together to craft clearer, balanced standards.
Emerging International Echoes
Australia is taking a similarly guarded approach. Authorities, including the Australian Communications and Media Authority (ACMA), are investigating social media influencers who broadcast gambling content—sometimes involving children as young as 12. Concerns focus on normalizing risky behavior and encouraging underage participation.
Beyond Kenya: A Worldwide Shift
These developments reflect a broader trend: influencers who once promoted betting platforms now face bans and, in some cases, sanctions.
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In Argentina, celebrities like Wanda Nara were ordered to create awareness videos and complete addiction prevention courses after promoting illegal gambling platforms.(America,2025).
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In New Zealand, influencers risk fines up to NZD 10,000 for continuing to promote overseas gambling sites after being issued official compliance warnings.(Los’e, 2025).
Additionally, a growing body of research documents how influencer-driven gambling content effectively normalizes risky behavior among young audiences, often reducing perceived harm and increasing engagement. Researchers in the UK emphasize the urgent need for age verification, clear sponsorship disclosure, and public education to curb these trends.(Bolat et. al, 2025)
There’s also a little pouch to store the rollerballs, and a card with different inspirations as to how to blend them on your skin – but it’s foolproof. You can’t make a mess if you mix them all up.
Final Thought
As regulators globally clamp down on influencer promotion of gambling, creators are grappling with disruption and demand transparency in policymaking. The path forward will require thoughtful collaboration—balancing public health with economic and creative expression.
