Kenyan celebrities are set to lose millions of shillings in revenue following the latest directive by the Betting Control and Licensing Board (BCLB) restricting gambling endorsements.
The board lifted the suspension of media adverts on Thursday but imposed strict guidelines, especially on celebrities advertising gambling and betting products.
All gambling adverts will now require approval from both the BCLB and the Kenya Film Classification Board (KFCB) before they can be aired.
“Gambling adverts shall not glamorise betting or use celebrities, influencers, or content creators to endorse or promote gambling,” said Jane Mwikali Makau, the chairperson of the BCLB.
This move leaves many Kenyan influencers distressed, as they had been depending on revenue from betting gigs to earn a living.
“I can tell you for a fact that this is going to affect many of us badly. I am already considering letting go of some of my team members who help me shoot content, because I don't think I will be able to afford their services anymore. It's really painful because that means they will lose their livelihood too,” a comedian who spoke to this publication on condition of anonymity said.
According to the comedian, revenue from betting endorsement deals has played a crucial role in helping him acquire several parcels of land, high-end cars, a good home, and investments in several businesses.
“No client pays better than gambling or alcohol brands. Those two are the crème de la crème of the influencing industry in Kenya. For most of my contracts with betting companies, I have earned at least Sh750,000 a month. The most lucrative contract paid me Sh800,000 per month for eight months. I know of other celebrities who have been taking home Sh1 million a month from these kinds of gigs. Now, such opportunities are gone.
"I am sure from next week, we will start receiving termination letters of the contracts from these betting gigs. To be honest, the board hasn’t done us any justice. Instead, they have taken away a stream of revenue from us. I don’t see how banning celebrities will cure the menace of gambling because people will still gamble.
"Champions League finals is around the corner, and one of the betting firms I worked with is an international company. So will the board stop people from accessing betting sites? How about the betting halls that are littered around the country? The best the board ought to have done is ban the betting websites that had gone overboard. Or instruct the betting firms to impose a cap on the number of times someone can bet,” he added.
Julius Mwangi, aka King Julius, who is well known for his witty skits on Wololo TV, shares the same sentiment.
“Many creators and, by extension, their families are going to be affected. Many creators will tell you that betting endorsements have been one of their most reliable sources of income. As an influencer, you’re guaranteed pay every month, and the contracts are long-term. Other brands don't pay as well and approach you for one- to three-month contracts, and then you may go more than six months without work,” he said.
The entertainer, who works with an in-house team, says he is yet to figure out what to do next.
“A lot of creators work with a team. I work with five employees who draw a salary every month, and they have families as well. Then there are those you hire on set and pay for the work they do that day. Now, we are looking at that not being there anymore. It's a hard pill to swallow, especially in a country where unemployment is high and young people have turned to content creation as a way out,” he said.
He argues that the BCLB should first have gone after betting firms that have been aggressively marketing their platforms.
“I think what the board ought to have done is assess every company’s marketing strategy and campaigns. Some companies were marketing excessively and aggressively. The brand I worked with prohibited us from selling aggressively; all that was required of us was to wear merchandise and provide visibility to our audience, just like football teams do.”
While the entertainer agrees that gambling addiction has become a menace in Kenya and that the BCLB was right to take action, he believes that influencers are not to blame.
“The thing is, people will still bet. We are being punished for a crime we didn’t commit. Yes, gambling has become a menace because some people are addicted to it, but does banning influencers and letting the media off the hook, even with approvals, make things any better? Honestly, the board should have found a balance. It would have been appropriate if the board had summoned us for a talk to understand the complexity of this situation and reach some common ground before making a decision,” he said.
Willis Raburu, a media personality, shares the same views.
“They should have consulted more widely. As Otieno Kajwang’ (now deceased) once said, there should have been a consensus; call all the relevant parties together for a discussion to reach a consensus. The way the board has approached the matter is going to affect most of us. The board should have allowed more time and phased it out gradually,” he said.
The former TV presenter went on to point out that the gambling menace has very little to do with influencers.
“The root cause of this problem is the high unemployment rate in the country, the high cost of living, and of course, mental health issues. These days, you could be addicted to anything,” he said.
Mr Raburu adds that he is yet to know how badly the directive will impact his revenue.
“I don’t know how badly this will affect me, but I think I’ll be okay. I have other avenues to exploit,” he said.
Many Kenyan musicians, sportspersons, and entertainers, including Nadai Mukami, a singer-songwriter known for her hit singles Si Rahisi, and Radio Love, have been brand ambassadors for betting firms for years.
“I am not feeling well at the moment; I am not settled as I am heading to the hospital. Kindly allow me not to comment on this issue for now, because it's a government matter,” Ms Mukami said.
