Content creators give BCLB 48-hour ultimatum to suspend gambling ad ban
While acknowledging the need to address gambling concerns in the country, they said a total ban would not produce the intended results.
Content creators have given the Betting Control and Licensing Board (BCLB) 48 hours to suspend its recent decision banning celebrities and influencers from promoting gambling, calling for urgent consultations to resolve the matter.
Speaking to the press on Wednesday evening, the creators urged BCLB to open talks and work with them on a model that allows responsible advertising.
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“We respectfully urge BCLB to suspend the ban and sit with us within 48 hours for discussions on this matter. 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 said.
While acknowledging the need to address gambling concerns in the country, they said a total ban would not produce the intended results. Instead, they asked the regulator to recognise their role in the creative economy and the marketing sector.
“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,” one of their representatives noted.
“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 pushback follows a May 30 decision by BCLB, which falls under the Office of the President, to ban the use of celebrities, influencers, and content creators in gambling advertisements.
The new directive, based on a notice dated May 29, introduced tougher rules aimed at promoting responsible gambling and protecting minors and other vulnerable groups.
Under the new guidelines, all gambling advertisements must be submitted to BCLB for approval before being forwarded to the Kenya Film Classification Board (KFCB) for classification.
Media houses are also required to ensure all such ads are approved by both BCLB and KFCB before publishing or airing them.
BCLB also prohibited gambling ads near schools, religious centres, playgrounds, and shopping malls.
In addition, all ads must carry the BCLB license number, include a responsible gambling message, and display the name and address of the operator.
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