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Barely a week after calling on the Betting Control and Licensing Board (BCLB) of Kenya to review its complete ban on gambling ads and celebrity endorsements in the country, the regulator finally set up an important meeting with influencers to discuss a reasonable way forward.
The discussions, which featured content creators, musicians, comedians, and social media influencers, were held at the BCLB offices, with Dr. Jane Makau, Chairperson of the Board, expressing her satisfaction with the progress made during the talks.
She reminded attendees that the government was committed to engaging with all stakeholders, particularly the youth and content creators, to find a balance between economic opportunities and social responsibility. “Today, we have had a very fruitful engagement with influencers and content developers. The government is open to reason and to receiving views from stakeholders,” Makau stated.
“We recognize that gambling can be addictive, and it must be controlled. Our goal is to regulate it responsibly, ensuring that vulnerable groups are protected while allowing the youth to find livelihood opportunities.”
Peter Mbugi, CEO of the Betting Control and Licensing Board, was also present at the meeting. He highlighted the importance of all parties joining hands to promote responsible gambling and praised the influencers for their willingness to cooperate.
“We are here to enhance the promotion of responsible gambling. Gambling is addictive and a demerit good, so our collective responsibility is to guide the public appropriately,” he stated. “The influencers have assured us they will adhere to the guidelines to ensure that their content promotes responsible gaming habits.”
Influencers Make Promises with Further Discussions Planned
Oga Obinna, a popular comedian with over a million subscribers across his YouTube channels, acknowledged the significant impact content creators have on public attitudes, particularly regarding gambling.
He stated, “As influencers, we have a responsibility to guide society, especially the youth, away from reckless gambling.” Obinna also promised that he and his peers would carefully consider the directives from the BCLB and return with practical ideas to promote responsible behavior.
Agreeing with him was Kevin Kioko, a well-known musician and influencer, who expressed regret for past missteps in promoting betting. “We acknowledge that some of us may have overdone it in the past and apologize for that. We are committed to following the guidelines issued by the BCLB and the government,” Kioko remarked. “We’re grateful for the opportunity to have this dialogue, and we promise to promote responsible betting practices moving forward.”
The regulator confirmed that further discussions will take place soon, with a follow-up meeting scheduled for next week. Fresh meetings will see the BCLB work closely together with influencers to refine the guidelines that will govern how betting activities are promoted.
The goal remains to create a framework that not only encourages responsible messaging but also effectively discourages underage gambling and addresses potential gambling-related harm. “Our focus remains on safeguarding our population by promoting awareness on responsible gambling. We recognize the significant employment and economic contributions of the betting industry, but these must be balanced with social responsibility,” Peter Mbugi concluded.
Source: iGamingAfrika
