Content creators in Kenya have hit back at a ban on the use of influencers in gambling advertising, citing the economic consequences of the new regulation.
Following a 30-day ad blackout implemented on 29 April, Kenya’s Betting Control and Licensing Board (BCLB) published an extensive list of rules that operators must follow, including refraining from using celebrities, influencers and content creators to endorse or promote gambling.
In response to the ban, a group of content creators issued an ultimatum to the BCLB, demanding a rethink of the regulation.
Advocate Hansen Omido told reporters that given social media’s prominence in modern-day advertising, marketing by influencers “needs to be responsibly managed and not completely abolished”.
“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,” Omido added.
Alongside a ban on the use of influencers and celebrities, all proposed adverts must be approved by the BCLB before publication and also classified by the Kenya Film Classification Board (KFCB).
The advertising practices of operators will also be subjected to regular audits by the BCLB and the KFCB, as well as by Kenya’s Media Council, Communications Authority and the Directorate of Criminal Investigations.
Social media influencer ‘YY Comedian’ described the decision as hypocritical and unfair, noting that influencers have been targeted while the mainstream media is still allowed to promote betting.
“If the goal is to regulate and help the youth, why target one segment only?” he questioned. “This looks more like hypocrisy than regulation, and we are ready to engage in conversatout responsible oversight, but not at the expense of fairness.”
Sports journalist Erick Njiru also noted that many of Kenya’s sports teams are sponsored by betting firms, meaning that the players are associated with gambling operators.
He said: “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 4 June, the Kenyan government or BCLB has yet to respond to the content creators’ concerns.
The clampdown on advertising, particularly focused on protecting youth from exposure to gambling, comes into place as Kenya continues to stand out as a market with large betting engagement.
Last week, a GeoPoll study revealed that the country had the largest betting engagement among markets in Africa, with 82.81% of respondents from Kenya having engaged with gambling products previously.
The figure underpins both the potential of the market and the tricky regulatory questions that the BCLB are being forced to contend with as the sector continues to grow.
