Gov’t suspends gambling adverts, influencer marketing for 30 days

The government has suspended all gambling advertisements and testimonials across all media platforms for 30 days.

The Betting Control and Licensing Board (BCLB), which controls and licenses betting, gaming and public lotteries, on Tuesday noted a rapid increase in gambling.

It said promoters are “increasingly mischaracterising gambling as a legitimate investment opportunity and a shortcut to wealth creation.”

“Of particular concern is the rampant airing of gambling advertisements during the watershed period (5:00 am to 10:00 pm), thereby exposing vulnerable members of the population, particularly minors, who are gradually drawn into gambling-related addiction,” BCLB Chairperson Jane Makau said in a statement.

Consequently, the board suspended promotion of all gambling activities, including betting, gaming, and lottery prize competitions.

This entails various platforms such as television and radio adverts, social media platforms, print media, billboards, SMS, email campaigns, and push notifications.

Similarly, celebrity endorsements and influencer marketing of gambling activities have been discontinued.

During the suspension period, gambling operators and promoters have been directed to submit all gambling advertisements to the Kenya Film Classification Board (KFCB) for examination, classification, and issuance of an approval certificate and filming license.

“The National Assembly is urged to expedite the enactment of the Gambling Control Bill to empower the sector regulator with enhanced enforcement and supervisory powers,” urged Makau.

She further called on the Media Council of Kenya (MCK) to introduce new guidelines to replace the programming code declared unconstitutional and urged the Communications Authority of Kenya (CA) to block and deactivate all foreign unlicensed gambling websites operating in Kenya.

The directive comes just over a week after BCLB downplayed media reports painting a worrying picture of the state of gambling in the country, which placed the amount Kenyans spent on betting in Kenya last year at a staggering Ksh.766 billion.

The betting regulator on April 20 refuted the figure as sensational and inaccurate.

Mutua defended the betting industry, saying it directly employs over 10,000 Kenyans, supports over 500,000 livelihoods indirectly, and contributes to community projects under corporate social responsibility (CSR).

She said the sector was projected to generate Ksh.20 billion in 2025 through excise duty, withholding tax, and betting and gaming tax.