Breaking: Kenya's Gambling Watchdog Prohibits Influencers and Celebrities from Endorsing Gambling

 

The Betting Control and Licensing Board (BCLB) of Kenya today declared a strict prohibition on celebrities, influencers, and content creators promoting gambling activities across all media platforms. This is a major step to combat problem gambling and safeguard vulnerable populations. 

The decree, which goes into effect right away, is a component of a larger regulatory overhaul by the BCLB to promote responsible gaming and protect vulnerable people, including minors, from the increasing risks of gambling addiction. It comes after all gambling ads were suspended for 30 days as the Board re-examined and reorganised its advertising policies.

It is now specifically forbidden for gambling ads to use celebrity endorsements or to glamorise betting under the new rules. Star-studded advertising campaigns, viral influencer content, and testimonies from past winners—all of which have been ubiquitous in Kenyan betting—will now come to a stop. 

In its formal notice, the BCLB declared that "gambling advertisements shall not glamorise betting or use celebrities, influencers, and content creators to endorse or promote gambling." Advertisements that portray gambling as a dependable source of income or link it to social success—two frequent strategies used to draw in new bettors—must be avoided, the Board stressed.

Additionally, a stringent vetting process is now required for all gaming commercials. Before being distributed or exhibited, they must first be approved by the BCLB and then sent to the Kenya Film Classification Board (KFCB) for classification. 

In order to ensure compliance, media companies are also now subject to stringent guidelines. Violations may result in licence suspension or revocation for media outlets and betting companies. Additionally, all gaming advertisements must prominently include the operator's name, address, and BCLB licence number, along with customer service contact details and a clear warning about responsible gambling, such as "gaming is addictive! Play sensibly. Furthermore, advertisements must state the age limitation, "Not for persons under 18 years of age."

Growing societal and governmental worries about the effects of unrestrained gambling marketing, especially on young people, are reflected in this widespread crackdown. In the past, requests for tighter regulations were sparked by the widespread exposure caused by the lucrative nature of celebrity sponsorships. 

This news marks a dramatic change in the income possibilities of influencers and celebrities who have previously profited from collaborations with bookmakers. The BCLB's unwavering position demonstrates a dedication to putting the general welfare ahead of private interests in the nation's rapidly expanding gambling industry.

See post