By Janet Philip
Kenyan content creators and digital influencers have issued a 48-hour ultimatum to the Betting Control and Licensing Board (BCLB), demanding the immediate suspension of a new directive that bars celebrities and influencers from promoting gambling activities. Speaking to the press on the night of Wednesday, June 4, the creators urged the board to enter into negotiations to find a balanced solution.
“We respectfully urge BCLB to suspend the ban and sit with us within 48 hours for discussions on this matter,” the group said in a joint statement. “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 move by BCLB, announced on May 30, sparked outrage among digital content professionals, who say the ban has dealt a blow to the country’s creative economy. Many influencers rely on partnerships with gambling firms for income, and the new restrictions have significantly disrupted their revenue streams.
The creators argue that banning gambling promotions altogether will not effectively address the problem of irresponsible betting. Instead, they advocate for a regulated system that focuses on protecting vulnerable groups through proper content classification and targeted age restrictions.
“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,” said one of the group’s representatives.
They also emphasized the evolving nature of advertising, noting that social media and influencer marketing are now central to digital communication strategies.
“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—not completely abolished,” the representative added.
BCLB’s directive follows a May 29 notice introducing stricter rules on gambling advertisements. The guidelines require all ads to be submitted for approval to BCLB and reviewed by the Kenya Film Classification Board (KFCB) before publication. The measures are aimed at promoting responsible gambling and protecting minors and other vulnerable populations from being exposed to betting content.
As the 48-hour deadline approaches, all eyes are on BCLB to see whether it will reconsider its stance or open the door for dialogue. Influencers and content creators warn that without meaningful engagement, the ban could set a dangerous precedent for the digital economy and creative freedom in Kenya.
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