Digital creators push back on new gambling advertising guidelines
The content creators said the decision to ban influencers from gambling promotions was made without proper consultation.
The Digital Content Creators Association of Kenya (DCCAK) has criticised the new gambling advertisement guidelines issued by the Betting Control and Licensing Board (BCLB), saying the decision to ban influencers from gambling promotions was made without proper consultation.
In a statement released on Friday, the association said its members had been unfairly excluded despite being key players in the digital economy.
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The association said it supports responsible gambling and regulation, but called for inclusion in the process.
“We were not consulted, yet we remain a significant and legitimate player in the advertising and creative economy,” said Bob Ndolo, the association’s chairman.
BCLB announced on Thursday that celebrities, influencers, and content creators will no longer be allowed to promote gambling, as part of new efforts to protect vulnerable groups from the risks of betting.
The rules follow a 30-day suspension of gambling ads that began on April 29.
While welcoming the intent behind the guidelines, the Digital Creators Association defended the role of influencers, saying they have always followed platform rules, BCLB policies, and international advertising standards.
“Our members do not glamorise betting or portray it as a get-rich-quick scheme,” said the statement.
The group urged the betting board to recognise influencers as responsible communicators who can help spread ethical and approved content, especially online, where many young people consume information.
“We believe that influencers should not be unfairly excluded. They can play a big role in promoting responsible gambling,” Ndolo said.
The Digital Creators also expressed willingness to collaborate with BCLB, the Office of the Attorney General, and other stakeholders to develop clear guidelines for digital gambling content. The association further offered to join the “Chukua Control” campaign, a government initiative encouraging moderation and financial discipline in gambling.
“We urge BCLB to consider a more inclusive approach—one that uses the influence and creativity of our members to support safer gambling, rather than exclude them,” the statement said.
Earlier, the Betting Board said the new guidelines were developed in partnership with various government bodies, including the Ministry of Interior, Office of the Attorney General, Communications Authority of Kenya, Kenya Revenue Authority, Directorate of Criminal Investigations, Kenya Film Classification Board, Media Council of Kenya, and the Financial Reporting Centre
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