A coalition of Kenyan content creators has given the Betting Control and Licensing Board (BCLB) a 48-hour deadline to reverse its decision banning celebrities and influencers from promoting gambling. Speaking to the press on the evening of Wednesday, June 4, the creators urged the BCLB to engage in dialogue to find a mutually agreeable resolution to the contentious new directive.
“We respectfully urge BCLB to suspend the ban and sit with us within 48 hours for discussions on this matter,” the content creators stated.
“We are more than happy to engage and negotiate as we hope for a suitable model that ensures responsible advertising via age-restriction content regulations.”
The content creators acknowledged the urgent need to address gambling-related issues in Kenya but argued that a blanket ban would be ineffective. They emphasized their significant and growing influence within the marketing and advertising sectors, highlighting their crucial role in the broader creative economy.
Impact on the Creative Economy and Digital Marketing
“That move not only limits the creative space, but it also leaves many people jobless, and it further questions the work of digital media and fights against the legitimacy of content creation as a profession,” a representative noted. He further elaborated on the undeniable shift in the advertising landscape: “Let us be honest, social media has conquered advertising, and influencers are now at the frontline of modern digital marketing. Our interaction (in the digital space) simply needs to be responsibly managed and not completely abolished.”
The BCLB, which operates under the Office of the President, issued the ban on Friday, May 30, prohibiting the use of celebrities, influencers, and content creators for endorsing or promoting gambling activities. This directive represents a significant financial blow to many individuals who rely on the lucrative gambling promotion industry for their livelihood.
The new regulations, outlined in a notice dated May 29, were introduced with the stated aim of promoting responsible gambling and protecting vulnerable Kenyans, particularly minors, from the potential harms of such activities. The content creators, while acknowledging the need for safeguards, are pushing back against what they perceive as an overly broad and damaging measure, advocating instead for collaborative solutions that would allow for regulated participation.
