Content creators say they can promote responsible gambling instead of being sidelined
A growing coalition of Kenyan social media influencers and content creators has issued a 48-hour ultimatum to the Betting Control and Licensing Board (BCLB), urging the regulatory authority to reconsider its recent blanket ban on betting advertisements across digital platforms. The creators argue that the directive not only threatens their livelihoods but overlooks the potential role influencers can play in promoting responsible gambling behaviour.
Call for Dialogue, Not Dismissal
The influencers are requesting open dialogue with the BCLB instead of exclusion. At the centre of their argument is the belief that social media creators—who command large and diverse audiences—can serve as critical intermediaries between betting firms and the public, especially when it comes to messaging around safe gaming practices.
Popular comedian and content creator Mulamwah voiced the coalition’s stance during a press briefing:
“The betting comes with its own downfalls, but we can be used for the good,” he said. “We can influence people outside there, the gamers, on how to gamble responsibly.”
Economic Impact on the Creative Industry
Beyond the issue of messaging, creators have raised concerns about the economic impact of the ban on the digital economy. Betting companies have become key advertisers and sponsors for many online creators in Kenya, especially those in the entertainment and sports content space. With the BCLB’s prohibition in place, many creators risk losing a critical revenue stream.
Regulatory Overreach or Necessary Safeguard?
The BCLB’s decision is rooted in growing concerns over problem gambling, particularly among young Kenyans, many of whom are frequent users of social media platforms like TikTok, Instagram, and YouTube. While the government has a duty to protect vulnerable populations, creators argue that nuanced regulation—not blanket bans—is the way forward.
They propose working collaboratively with BCLB and other stakeholders to develop codes of conduct, age-gating policies, and educational campaigns rather than being shut out entirely.
What’s Next?
The influencers have given the board 48 hours to respond or risk a nationwide digital campaign aimed at reversing the directive. Whether BCLB will soften its position remains to be seen, but the situation highlights a growing tension between regulation and digital entrepreneurship in Kenya’s rapidly evolving online landscape.
As the debate intensifies, all eyes are now on how regulators balance public interest with economic opportunity in the age of influence.
