AGOK faults government over ‘blanket’ ban on gambling ads
The Association of Gaming Operators-Kenya (AGOK) has voiced criticism against the government’s recent decision to impose a ban on all gambling ads, arguing that the move unfairly penalises legitimate, compliant operators while leaving illegal and offshore platforms unchecked. The industry body calls for a more balanced approach that promotes responsible gaming without undermining lawful businesses.
The ban and its rationale
On 29 April 2025, the Betting Control and Licensing Board (BCLB) issued a notice suspending all gambling ads across all media platforms for 30 days. The move was justified by the board, expressing “grave concern” over the surge of gambling activities in Kenya. In the , it was stated that some gambling promoters are “increasingly mischaracterising gambling as a legitimate investment opportunity and a shortcut to wealth creation,” thereby causing “adverse socioeconomic consequences, with devastating effects on individuals, families, and the broader community.”
The suspension was part of a broader effort to curb the influence of gambling ads, especially among Kenya’s youth, and to promote responsible gaming. However, AGOK has criticised this approach, asserting that it fails to distinguish between licensed, tax-compliant firms and illegal operators.
A call for fairness and dialogue
In a statement issued on 30 April 2025, AGOK highlighted that the blanket ban disproportionately affects reputable, lawful gaming companies that have invested heavily in responsible gaming practices. “Blanket advertising bans inadvertently penalise 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, including the BCLB, the multi-agency enforcement team, media outlets, and industry players, to develop balanced advertising guidelines. AGOK emphasises that responsible regulation should be co-created with industry input to ensure that legitimate operators are not unfairly disadvantaged.
Supporting responsible gaming and public education
Despite opposing the broad ban, AGOK remains committed to promoting responsible gaming. The association has announced plans to amplify its nationwide responsible gaming campaigns in collaboration with psychologists, media partners, and regulatory agencies. “AGOK is actively working on amplifying its nationwide responsible gaming campaign in collaboration with BCLB, psychologists, and media partners,” the statement read.
Furthermore, AGOK has called for stronger enforcement against illegal gambling platforms and offshore operators that target Kenyan consumers. The association underscores the importance of working collectively to eliminate these unlawful entities, which pose significant risks to public safety and the integrity of Kenya’s gaming sector.
A four-point proposal for navigating the impasse
To address the current crisis, AGOK has laid out a four-point plan aimed at fostering collaborative regulation:
1. Structured dialogue: AGOK will continue its engagement with BCLB, the multi-agency enforcement team, and other stakeholders to formulate balanced advertising guidelines that promote responsible gaming without undermining lawful business operations.
2. Support for regulation: AGOK expresses willingness to co-develop a clear, transparent framework for betting advertisements, emphasising the importance of industry involvement in regulatory standards.
3. 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.
4. Enforcement partnership: A key component is strengthening collaboration with authorities to identify and eliminate illegal and offshore gambling platforms that target Kenyan consumers.
Balance and accountability
AGOK’s stance stresses a broader industry concern: that overly broad restrictions could hinder progress toward a safer, more transparent gaming environment. The association warns that such measures risk pushing players toward illegal operators, which lack oversight, responsible gaming policies, and fair taxation.
“Our call is for mutual accountability, not indiscriminate punishment,” said an AGOK representative. “We must find a way to regulate the industry responsibly while supporting legitimate operators who contribute to the economy and uphold ethical standards.”
What the future holds
The Kenyan gaming industry has long operated at the intersection of profitability and social responsibility. As regulatory scrutiny intensifies, industry stakeholders agree that a balanced approach—one that safeguards consumers without stifling legitimate business is essential.
AGOK’s advocacy for dialogue and structured regulation reflects an understanding that sustainable gaming regulation requires collaboration, transparency, and shared responsibility. By working together, regulators, industry players, and the public can build a safer, more ethical gaming environment that benefits all Kenyans.
While the government’s efforts to curb irresponsible gambling are understandable, AGOK insists that the way forward must be fair and inclusive. Only through meaningful engagement and targeted enforcement can Kenya achieve a responsible gaming sector that protects its citizens without penalising compliant operators.
