Government criticized for comprehensive prohibition of advertising for gambling activities

Lightening Up on the gambling ad ban: AGOK calls for a fairer approach

It's a heated debate in Kenya's gaming industry as the Association of Gaming Operators-Kenya (AGOK) takes on the government over the recent decision to impose a ban on all gambling ads. The association argues that the move unfairly targets compliant operators while leaving illegal and offshore platforms unchecked.

The Ad Ban and its Rationale

On 29 April 2025, the Betting Control and Licensing Board (BCLB) issued a 30-day suspension on all gambling ads across all media platforms, sparked by concerns over a surge in gaming activities. In a notice signed by BCLB Chairperson Jane Mwikali, she expressed worries that some gambling promoters were mischaracterizing gambling as a legitimate investment opportunity, causing "adverse socioeconomic consequences" for individuals, families, and the community at large.

A Cry for Balance

In a statement issued on 30 April 2025, AGOK emphasized that the blanket ban disproportionately affects reputable, lawful gaming firms that have invested heavily in responsible gaming practices. "Blanket advertising bans inadvertently penalize compliant tax-paying firms that have invested significantly in responsible gaming while offshore and illegal operators continue to operate," AGOK stated.

The industry body advocates for a more nuanced, structured dialogue involving all stakeholders to develop balanced advertising guidelines. AGOK believes responsible regulation should be co-created with industry input to ensure that legitimate operators are not unfairly disadvantaged.

Supporting Responsible Gaming

Despite opposing the broad ban, AGOK remains committed to promoting responsible gaming. The association has plans to amplify its nationwide responsible gaming campaigns in collaboration with professionals, media partners, and regulatory agencies.

A Four-Point Plan for Cooperation

To address the current impasse, AGOK has proposed a four-point plan to foster collaborative regulation:

Structured dialogue: AGOK will continue engagement with BCLB, the multi-agency enforcement team, and other stakeholders to develop balanced advertising guidelines.
Support for regulation: AGOK expresses willingness to co-develop a clear, transparent framework for betting advertisements, emphasizing the importance of industry involvement in regulatory standards.
Public awareness campaigns: The association plans to strengthen its efforts in educating the public about safe gambling practices, working closely with media and mental health professionals.
Enforcement partnership: A key component is strengthening collaboration with authorities to identify and eliminate illegal and offshore gambling platforms that target Kenyan consumers.

Finding the Sweet Spot

AGOK's stance emphasizes the broader industry concern that overly broad restrictions could hinder progress towards a safer, more transparent gaming environment. The association cautions that such measures risk pushing players towards illegal operators, which lack oversight, responsible gaming policies, and fair taxation.

Harshly criticizing the government, an AGOK representative insisted, "Our call is for mutual accountability, not indiscriminate punishment. We must find a way to regulate the industry responsibly while supporting legitimate operators who contribute to the economy and uphold ethical standards."

As the Kenyan gaming industry treads a delicate path between profitability and social responsibility, stakeholders are deep in discussions about striking a balance that safeguards consumers without stifling legitimate business. Collaboration, transparency, and shared responsibility are the keys to creating a safer, more ethical gaming environment for all Kenyans.

The Association of Gaming Operators-Kenya (AGOK) advocates for a more nuanced discussion with the government, involving all stakeholders to create balanced advertising guidelines.
AGOK is concerned that the ban on gambling ads unfairly targets compliant operators, while leaving illegal and offshore platforms unchecked.
The association believes responsible regulation should be co-created with industry input to ensure that legitimate operators are not unfairly disadvantaged.
In light of the recent decision to ban gambling ads, AGOK remains committed to promoting responsible gaming.
AGOK's four-point plan aims to foster collaborative regulation by engaging with regulatory agencies, strengthening public awareness campaigns, and working to eliminate illegal gambling platforms.
The association is aiming to amplify its responsible gaming campaigns nationwide, working with professionals, media partners, and regulatory agencies.
Carefully crafted regulations are essential to ensure that legal operators are not pushed towards illegal activities with less oversight and transparency.
The blanket ban on gambling ads risks pushing players towards illegal operators, which lack responsible gaming policies and fair taxation.
A collaborative, transparent approach is crucial to creating a safer, more ethical gaming environment for consumers and the economy.
Overly broad restrictions could hinder progress towards a more transparent, responsible gaming environment.
The association emphasizes the importance of shared responsibility for creating a safer, more ethical gaming environment for all Kenyans.
The gaming industry is at a delicate juncture, balancing profitability and social responsibility.
Collaboration is key to striking a balance that safeguards consumers without stifling legitimate business.
As an industry leader, AGOK's stance reflects a broader concern about the overly broad restrictions and their potential consequences.
There is a need for policymakers and stakeholders to address the social and financial concerns related to gambling while supporting law-abiding businesses.
Transparency, accountability, and ethical practices should be the guiding principles for all operators in the gaming industry.
In the rising world of FinTech, gambling can be integrated into personal finance and wealth management in a responsible manner, harnessing technology and data-driven insights, while catering to consumer preferences in lifestyle, travel, books, shopping, social media, entertainment, sports, and sports betting.