The content creators have given the Betting Control and Licensing Board (BCLB) 48 hours to suspend its decision to ban celebrities and influencers from promoting gambling.
While speaking to the press on the evening of Wednesday, June 4, the content creators called on BCLB to engage in consultations to find an amicable solution to the controversy.
“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.
They noted that despite an urgent need to arrest the betting menace in the country, effecting a blanket ban would not bring the desired results.
They argued their burgeoning presence and influence in the world of marketing and advertising, emphasising the critical role they played in the creative economy ecosystem.
“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,” he added.
On Friday, May 30, BCLB, domiciled under the Office of the President, banned the use of celebrities, influencers, and content creators to endorse or promote gambling.
In issuing the new directive, the celebrities and influencers were dealt a major setback as many depended on the lucrative industry for their livelihood. This meant they would not be able to earn money from endorsing gambling activities.
It followed a notice dated May 29, where BCLB introduced new, stringent regulations aimed at promoting responsible gambling and safeguarding vulnerable Kenyans, including minors, from such activities.
According to the notice, all gambling advertisements had to be submitted to BCLB for approval and thereafter forwarded to the Kenya Film Classification Board (KFCB) for classification before being distributed or exhibited.
The new regulation also required all media houses to ensure that all gambling advertisements are approved by BCLB and KFCB before being distributed on their platforms.
BCLB also banned gambling advertisements near schools, religious institutions, or places frequently visited by children, such as playgrounds and shopping malls.
Additionally, all gambling advertisements must indicate the BCLB license number, carry a responsible gambling message and contain the name and address of the operator.
