Content creators in Kenya are strongly pushing back against a government-imposed ban on the use of influencers in gambling advertising, arguing that the new
Content creators in Kenya are strongly pushing back against a government-imposed ban on the use of influencers in gambling advertising, arguing that the new regulation is not only economically damaging but also demonstrates hypocrisy. Their criticisms follow a significant clampdown on gambling marketing by the Betting Control and Licensing Board (BCLB).
Following a 30-day advertising blackout that was implemented on April 29, 2025, Kenya’s BCLB published an extensive list of new rules that gambling operators must adhere to. Crucially, these new guidelines explicitly prohibit the use of celebrities, influencers, and content creators to endorse or promote gambling activities.
In response to this comprehensive ban, a collective of content creators issued an ultimatum to the BCLB, demanding a reconsideration of the regulation. Advocate Hansen Omido, representing the creators, conveyed to reporters, as reported by iGaming Times, that given the prominent role of social media in modern advertising, marketing by influencers “needs to be responsibly managed and not completely abolished.” Omido further asserted, as reported by iGaming Times, that “A blanket ban cannot be the solution. It is a blow to the creative economy and to the thousands of young people whose livelihoods depend on producing digital content.”
The new regulations also stipulate that all proposed gambling advertisements must receive approval from the BCLB before publication and must also be classified by the Kenya Film Classification Board (KFCB). Furthermore, the advertising practices of operators will be subjected to regular audits by multiple government agencies, including the BCLB, the KFCB, Kenya’s Media Council, the Communications Authority, and the Directorate of Criminal Investigations.
Social media influencer ‘YY Comedian’ described the decision as both hypocritical and unfair. As reported by iGaming Times, he noted that influencers have been specifically targeted while mainstream media outlets are still permitted to promote betting. He questioned, as reported by iGaming Times, “If the goal is to regulate and help the youth, why target one segment only?” He added, as reported by iGaming Times, that “This looks more like hypocrisy than regulation, and we are ready to engage in conversation about responsible oversight, but not at the expense of fairness.”
Sports journalist Erick Njiru also weighed in, highlighting that many of Kenya’s sports teams are sponsored by betting firms, inevitably leading to players being associated with gambling operators. He argued, as reported by iGaming Times, that “The players themselves are celebrities and their association with betting is a significant part of the sports ecosystem. Let us sit down and discuss how we can regulate this industry responsibly, just like alcohol and cigarette advertising, which is done within safe hours and with proper restrictions.”
Despite issuing a 48-hour ultimatum on June 4, the Kenyan government or BCLB has yet to respond directly to the content creators’ concerns.
This clampdown on advertising, which is particularly focused on protecting youth from exposure to gambling, comes at a time when Kenya continues to stand out as a market with exceptionally high betting engagement. A GeoPoll study conducted last week (early June 2025) revealed that the country had the largest betting engagement among sampled markets in Africa, with 82.81% of Kenyan respondents having previously engaged with gambling products. While this figure underscores the significant potential of the market, it also highlights the complex regulatory questions that the BCLB is being forced to contend with as the sector continues to grow rapidly.
The intense debate surrounding this influencer ban underscores the challenging balance facing regulators in rapidly expanding markets: how to protect vulnerable populations effectively without inadvertently stifling legitimate economic activity or pushing it into less regulated channels.
