The Digital Content Creators Association of Kenya (DCCAK) has voiced its concerns about being overlooked in critical negotiations and decision-making.
This follows the recent ban by the Betting Control and Licensing Board (BCLB) on celebrities and influencers from promoting gambling within the country
Responding to the new Gambling Advertisement Guidelines enforced by BCLB, DCCAK Chairman Bob Ndolo acknowledged the intention behind the guidelines.
” Aiming to promote responsible gambling and protect vulnerable members of society, especially minors and youth.”
However, they criticised the lack of stakeholder engagement before the directive’s issuance.
Notably the blanket suspension of influencers’ participation in gambling promotions.
As a body tasked with representing digital content creators and influencers across Kenya, DCCAK further expressed their displeasure for the lack of consultation and concurrence despite their vital role in the advertising and creative economy.
In a press communique, Ndolo emphasized that the organization has consistently complied with platform regulations, BCLB requirements, and international advertising standards.
Many members strive to be actively engaged in promoting responsible gambling messages.
DCCAK have collaborated only with verified, licensed operators, steering clear of glamourizing betting, or presenting it as a speedy path to wealth creation.
“The move to ban influencers altogether disregards the professional discipline many of our members exercise when promoting any product, including betting,” Ndolo stated.
While commending BCLB for its efforts to regulate the gambling industry and protect public interests, Ndolo stressed that regulations should encourage participation rather than isolation.
He believes that collaboration with stakeholders, including influencers, will yield smarter, safer, and more impactful outcomes.
In light of the foregoing, DCCAK has requested an immediate engagement with BCLB, the Office of the Attorney General (OAG), and other relevant stakeholders.
This engagement, they noted, will explore how they can play a constructive role in promoting responsible gambling communications.
Ndolo further reiterated their willingness to collaborate with BCLB, the Association of Gaming Operators of Kenya (AGOK), and other industry partners to co-develop guidelines for responsible digital gambling content.
“We would be honoured to collaborate on BCLB’s ‘Chukua Control’ campaign, by utilizing our diverse networks and creative talents to extend its target audience reach, especially among the youth.”
With the right framework, the chair emphasized that influencers can amplify the importance of moderation, financial literacy, and informed decision-making.
They urged BCLB to adopt a more inclusive regulatory approach—one that leverages the influence, creativity, and reach of DCCAK members in support of safer gambling practices rather than excluding them.
“The digital economy is an integral part of Kenya’s future, and our content creators are ready to contribute responsibly to that future,” Ndolo concluded.
