“We are here to enhance the promotion of responsible gambling,” Mbugi said. “Gambling is addictive and a demerit good, so our collective responsibility is to guide the public appropriately. The influencers have assured us they will adhere to the guidelines to ensure that their content promotes responsible gaming habits.”
Influencers Apologize and Commit to Compliance
Kevin Kioko, a renowned musician and influencer, expressed remorse for past oversights and pledged to align with government directives. “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 affirmed. “We’re grateful for the opportunity to have this dialogue, and we promise to promote responsible betting practices moving forward.”
Similarly, comedian Oga Obinna acknowledged the influential role of content creators in shaping public perceptions. “As influencers, we have a responsibility to guide society, especially the youth, away from reckless gambling. We will consider the directives carefully and return with actionable insights,” he said.
Next Steps and the Path Toward Regulation
The BCLB indicated that further discussions would continue in the coming days. A follow-up meeting is scheduled within a week to refine guidelines that will govern how influencers promote betting activities. The ultimate goal is to develop a framework that encourages responsible messaging, discourages underage betting, and mitigates gambling-related harm.
Peter Mbugi concluded, “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.”
A Hopeful Outlook for the Industry and Society
This engagement signals a constructive step toward addressing the complexities of gambling promotion in Kenya. It reflects the government’s willingness to collaborate with stakeholders to craft policies that protect vulnerable groups while respecting the industry’s economic importance. Influencers, content creators, and industry players now have a clear pathway to contribute positively to this dialogue.
As the discussions progress, the emphasis remains on responsible gaming, youth protection, and sustainable industry practices. The Kenyan government, through the BCLB, appears committed to fostering an environment where entertainment and economic activity coexist with social safeguards, ensuring a balanced approach to gambling regulation in the country.
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