NAIROBI, Kenya – The government has called on stakeholders in the gaming industry to embrace responsible advertising practices that safeguard children and vulnerable groups while supporting the growth of the sector.
Speaking during the Gaming Tech Summit Africa 2026 in Nairobi, the Acting Chief Executive Officer of the Kenya Film Classification Board (KFCB), Ms. Nelly Muluka, urged industry players to strike a balance between commercial interests and consumer protection in their advertising campaigns.
Ms. Muluka made the remarks during a panel discussion themed “Stakeholder Dialogue and Advertising – How Much Is Enough?”, where she emphasized the need for collective responsibility in ensuring that gaming advertisements comply with existing laws and ethical standards.
While acknowledging the significant economic opportunities presented by the rapidly growing gaming industry, she stressed that advertising must be conducted in a manner that does not expose minors and other vulnerable audiences to harmful content.
“Gaming advertising falls within the Board’s regulatory mandate, and we review and classify all advertisements to ensure they are age-appropriate,” Ms. Muluka said.
She also highlighted the important role of parents, caregivers, and guardians in monitoring the content children access online and through various media platforms.
“We encourage parents, caregivers, and guardians to monitor the content accessed by children under their care, including gaming and betting, and guide them accordingly,” she added.
The Kenya Film Classification Board, a State regulatory agency established under the Films and Stage Plays Act, Cap 222, is mandated to regulate audio-visual content, including advertisements, with the aim of promoting a safe and responsible media environment, particularly for children and other vulnerable audiences.
The summit, held under the theme “Building Africa’s Sustainable and Scalable Gaming Tech Industry,” brought together policymakers, regulators, technology experts, gaming operators, and investors from Kenya and across Anglophone and Francophone Africa.
Participants explored emerging trends, regulatory frameworks, innovation opportunities, and strategies for fostering a sustainable gaming ecosystem across the continent while addressing concerns related to consumer protection, responsible gaming, and advertising standards.
The discussions underscored the growing importance of collaboration between regulators and industry stakeholders in ensuring that Africa’s gaming sector develops in a manner that balances economic growth with social responsibility.
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