Kenya is at a crossroads. A nation brimming with youthful energy and potential is teetering on the edge of a silent crisis, one fueled by the relentless rise of sports betting.  

The betting craze has swept through the country like wildfire, ensnaring millions of young Kenyans in a vicious cycle of false hope, financial ruin, and despair.  

The government cannot afford to stand idly by while its youth, the backbone of the nation, are consumed by this predatory industry. 

It is time for decisive action to regulate betting, protect vulnerable citizens, and redirect the energies of Kenya’s youth toward productive and sustainable futures. 

The statistics are alarming. A 2023 GeoPoll survey revealed that over 70 per cent of Kenyan youth aged 18–35 have engaged in sports betting, with many spending significant portions of their income chasing elusive wins.  

Betting platforms, armed with aggressive marketing and easy accessibility, have turned smartphones into digital slot machines, luring young people with promises of quick riches.  

The reality, however, is grim. For every rare winner, thousands lose their savings, plunging into debt, depression, and, in extreme cases, suicide.  

Stories of young Kenyans selling family property, dropping out of school, or spiralling into addiction are no longer isolated incidents – they are a national epidemic. 

The betting industry’s unchecked growth is not a mere market phenomenon; it is a systemic failure. Successive governments have reaped billions in tax revenue from betting companies while turning a blind eye to the social carnage left in their wake.  

In 2024 alone, Kenya’s betting industry generated over Sh20 billion, yet the regulatory framework remains woefully inadequate.  

Weak enforcement, loopholes in advertising rules, and a lack of consumer protection have allowed betting firms to exploit vulnerable populations, particularly unemployed and underemployed youth. This is not just negligence; it is complicity. 

The government must act with urgency and resolve. First, it should impose stricter regulations on betting advertisements.

The current flood of glossy commercials and social media campaigns glamorises betting as a shortcut to wealth, preying on the aspirations of young people in a country grappling with high unemployment.  

A blanket ban on betting ads during prime-time television and on social media platforms frequented by youth would curb the industry’s ability to normalise gambling.  

South Africa’s stringent advertising rules for alcohol and tobacco offer a model Kenya could emulate. 

Second, the government must enforce age and income verification mechanisms to limit access to betting platforms.  

Many underage Kenyans gamble using mobile apps, with little oversight. Requiring betting companies to verify users’ ages and cap betting amounts based on income levels would protect minors and low-income individuals from financial ruin.  

Additionally, a mandatory “cooling-off” period after significant losses could prevent compulsive gambling, giving users time to reflect before placing further bets. 

Taxation is another critical lever. While betting firms contribute to government coffers, the social costs far outweigh the fiscal benefits.  

Increasing taxes on betting companies’ profits and redirecting the revenue to fund youth empowerment programs would serve a dual purpose: deterring predatory practices and investing in sustainable opportunities for young people.  

Countries like the United Kingdom have successfully used gambling levies to finance addiction treatment and community projects – Kenya should follow suit. 

Beyond regulation, the government must address the root causes driving the betting craze: unemployment and lack of opportunity. Kenya’s youth unemployment rate, hovering around 35 per cent, is a ticking time bomb.  

Without jobs or viable pathways to economic stability, young people turn to betting as a desperate gamble for survival.  

The writer is a Communication Consultant