In response to the Betting Control and Licensing Board’s (BCLB) sweeping 30-day suspension of all gambling advertisements across Kenya, the Association of Gaming Operators Kenya (AGOK) issued a statement on Wednesday April 30, 2025, supporting responsible regulation but warning against broad measures that penalize law-abiding operators while leaving illicit ones unchecked.
“As a licensed industry body committed to promoting transparency, responsibility, and professionalism within Kenya’s gaming sector, AGOK fully supports efforts aimed at protecting vulnerable members of the public, especially youth,” the statement read.
“However, we respectfully urge regulators and stakeholders to distinguish between licensed and unlicensed operators,” it added.
The BCLB’s suspension, announced earlier this week, aims to curb the growing influence of gambling advertisements, particularly among Kenya’s youth population.
But AGOK, which represents a collective of compliant, tax-paying firms, argues the directive could backfire by driving players toward unregulated offshore operators.
“Blanket advertising bans inadvertently penalize compliant tax-paying firms that have invested significantly in responsible gaming, while offshore and illegal operators continue to operate,” the association said.
A 4-point proposal
In the detailed statement, AGOK outlined a four-point plan for navigating the current advertising impasse, calling for structured, inclusive dialogue between regulators and the industry.
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,” the statement said.
2. Support for Regulation: The association expressed openness to co-developing a new framework for betting ads, stating: “We welcome the development of clear, transparent advertising standards co-created with industry, media, and regulatory agencies.”
3. Public Awareness Campaigns: AGOK also committed to bolstering its efforts to educate the public on safe gambling practices.
“AGOK is actively working on amplifying its nationwide responsible gaming campaign in collaboration with BCLB, psychologists and media partners.”
4. Enforcement Partnership: Perhaps most critically, the group called for stronger collaboration with authorities to weed out unlawful players.
“We request collaboration in identifying and eliminating illegal and offshore platforms and gambling dens that target Kenyan consumers.”
Toward ethical gaming
AGOK emphasised its commitment to responsible gaming, fair taxation, and constructive engagement with government and the public, while warning that overly broad restrictions could derail progress toward a safer and more accountable gaming sector.
The gaming industry in Kenya has long walked a fine line between profitability and public concern.
As regulatory scrutiny intensifies, the path forward, AGOK suggests, must be one of mutual accountability, not indiscriminate punishment.
“We call upon all stakeholders to work together towards a safer, more transparent and ethical gaming environment in Kenya,” the statement concluded.
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