Kenyan singer and entrepreneur Bahati has spoken out following new directives by the Betting Control and Licensing Board of Kenya (BCLB) that prohibit celebrities and influencers from advertising betting companies. The updated regulations, which aim to promote responsible gaming, were published after a temporary ban on all gambling-related media advertising.
Bahati, who is both CEO and director of his own betting platform Bahati Bet, addressed the matter through a video on Instagram. Dressed sharply in a blue suit and exuding his trademark charisma, the father of five opened the clip by pretending to negotiate a KSh 10 million deal over the phone. He then turned to the camera, confirming that he had received an official letter from BCLB regarding the updated guidelines.
In his message, Bahati thanked the board for its commitment to regulating the betting space and pledged to support the promotion of safer gambling practices. “As the C.E.O and director at www.bahati.bet, I acknowledge your efforts and I commit to be your responsible gaming goodwill ambassador,” he wrote in the caption.
He also addressed his users, urging them to “cheza safe” (play safe) and gamble responsibly, reminding them that betting can become addictive. This message, coming from a celebrity with a large and influential following, was both a response to the ban and a strategic shift toward compliance with national guidelines.
The new BCLB regulations come with stringent restrictions: no betting ads are to be placed near schools, places of worship, or child-friendly areas like playgrounds and malls. More notably, the use of public personalities in betting promotions is now prohibited, a move that will significantly impact how betting brands reach audiences.
Bahati’s followers had mixed reactions to his video. Some questioned whether his role as a betting company director gave him a loophole to continue promoting his platform, while others focused on his dapper appearance. Comments ranged from curiosity about what “responsible betting” truly means to jokes about there being “no luck” in Bahati Bet. Others praised his look and noted that he didn’t need influencers since his brand is strong on its own.
This isn’t the first time Bahati has made headlines for blending his entertainment career with business ventures. Just recently, he teased fans about his older brother Kioko being single and encouraged eligible women to come forward, joking that it was time for Kioko to catch up in the family department.
Despite the controversy, Bahati seems intent on adapting to the new rules while maintaining his presence in the betting industry. His message to “cheza safe” signals a pivot toward aligning his brand with responsible gaming—a move that could define the next chapter of celebrity involvement in Kenya’s betting landscape.
