Gambling Is the New Heroin: Kenya Must Wake Up Before More Lives Are Destroyed

By Sebastian Karani Asava – Digital Media Communications Practitioner

Gambling has grown into a national menace. What was once considered a harmless pastime has now ensnared countless Kenyans in a dangerous web of addiction, economic ruin, and mental anguish. From cities to remote villages, betting has become part of everyday life. Tragically, so has the pain it leaves behind.

Across the country, Kenyans are staking their salaries, savings, emergency funds, and loans on betting platforms. The dreams of instant riches are being sold 24/7 across radio, television, social media, and even family-friendly programs. These platforms promise hope but deliver despair.

What began as a game is now a trap.

I speak from experience. Like many Kenyans, I once participated in a jackpot bet, hopeful for a decent return. After placing multiple bets, I hit two winning selections—what should have earned me over Ksh120,000. But the payout? A paltry Ksh30. The reason? “Too many winners.” No transparency. No accountability. Just silence behind an algorithm that conveniently never seems to favour the bettor.

Unfortunately, mine is a mild story. In counties like Kisii, Bungoma, Murang’a, and beyond, families are mourning loved ones who died by suicide after losing everything to gambling—especially through platforms like Aviator. This is no longer about personal choices. It is a mental health crisis.

The industry is bolstered by a dangerous alliance between betting firms, influencers, Legislators and the media. Popular social media figures regularly post fake wins, flashy lifestyles, and coded promotions designed to reel in the vulnerable. These messages glamorise gambling and downplay its risks. In truth, they are selling suffering.

Influencer Cyprian Nyakundi recently urged Kenyans to report these influencers for “promoting suicide.” It’s a strong stance—and a necessary one. Because behind every flashy “win” is a mother who can’t afford food, a student who dropped out due to debt, or a young man who lost hope entirely.

Meanwhile, the media—traditionally our moral mirror—is enabling the problem. Many leading stations now air up to nine betting ads in every ten-minute commercial break. Some programs aimed at children feature betting ads. Sports shows push gambling as if it’s the only way to enjoy the game. There are more gambling slots than educational ones.

We’ve normalised this exploitation to a dangerous level.

While the government cracked down on alcohol and imposed time restrictions, gambling remains largely unregulated. Betting ads can run at any hour. And unlike alcohol or tobacco, gambling is still being aggressively marketed. Why is that? Could it be because some lawmakers are themselves stakeholders in betting firms? 

Parliament must stop sleeping on its oversight role. It is unacceptable that while Kenyans spiral into poverty, debt, and depression, leaders remain silent. The time has come for strong legislation that limits gambling advertising, introduces time bans, and funds mental health support for affected victims.

Let us treat gambling with the seriousness it deserves. Ban public advertising. Restrict access. Enforce accountability on media houses. And ensure that betting firms contribute to community rehabilitation if they want to continue operating. However, they should be as private as the humans private parts

To every media owner: You are the mirror of society. Reflect responsibly.

To our lawmakers: Kenyans did not elect you to be complicit in their misery.

To influencers: It’s time to stop trading in false hope and broken lives.

If you've already made billions from betting, then take a fraction of that and support the communities you’ve profited from, give every client a share. Better yet, close shop and let Kenya heal.

The country is bleeding silently. And unless we act now, we may lose an entire generation to this digital addiction.

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Sebastian Karani Asava is a digital media communications practitioner & Lead- Edit One Kenya.

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