This archive report was first published on 7 November 2019.
Kenya's gambling industry has been a significant contributor to the country's economy, generating over 204 billion shillings in revenue last year. However, the industry has also faced criticism for its potential negative impact on citizens, particularly young people, who may become addicted to gambling.
Google's recent ruling has relaxed its regulations on gambling advertising, allowing advertisers to market gambling games in Kenya, Nigeria, and several states in the USA. This move is expected to increase the visibility of gambling advertisements in Kenya, potentially leading to an increase in betting activity.
The relaxation of Google's regulations comes at a time when the Kenyan government is trying to close the gambling industry. The government had recently increased the tax payable on betting stakes, which led to SportPesa, one of the world's largest betting companies, temporarily halting its operations in Kenya.
However, SportPesa's decision to withdraw from the Kenyan market may not be solely due to the government's regulations. The company is also the shirt sponsor of the English Premier League football club Everton, which guarantees great visibility for the brand in Kenya. It's possible that SportPesa may not want to be associated with the negative aspects of the gambling industry.
Kenya's gambling industry has been liberalized, with favorable rules and regulations. The country's internet has become faster, and the price of essential technology has decreased, making it easier for people to engage in online gambling. With Google's new ruling, it's likely that the industry will continue to grow, potentially leading to an increase in betting activity.
