NAIROBI, Kenya — Renowned Kenyan actress and content creator, Jackie Vike, widely recognized as Awinja, has expressed her apprehension regarding the recent directive issued by the Betting Control and Licencing Board (BCLB) that prohibits betting companies from utilizing celebrities and content creators in their advertising and promotional activities.
The BCLB’s circular, signed by Chairperson Jane Mwikali Makau, explicitly states, “Gambling adverts SHALL NOT glamorize betting or use celebrities, influencers and content creators to endorse or promote gambling.”
In a Friday interview with TV47, Awinja articulated her view that the ban represents a setback for the creative sector, anticipating widespread job losses.
“Speaking from my experience, from the company I work with, naeza sema wamepea influencers wengi sana kazi. So hearing that is really sad, because watu wengi wanaenda kulose jobs,” she stated. She further elaborated, “Influencers wengi sana walikuwa wanategemea betting gigs, na wanaenda kusambaratika kwa sababu ya hii.”
During the same interview, Awinja also recounted her personal journey from the Wanga slums in Eastleigh to her current status as a prominent figure in the Kenyan entertainment industry. She cited her primary motivation as the desire to uplift her family from the challenges they faced in the ghetto.
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“Reason yangu ya kutoka ghetto it’s basically because of the experiences zilikua huko,” Jacky explained. “And also besides that, nikigrow, like my age mates, wenye tulikua nao shule, walipata ball at a very, very young age… so I was like, you know what, nataka kutoa mother yangu huku na nataka tutoke huku,” she added, highlighting her determination for a better life for her family.
Currently, Awinja operates her own production company, Awish Productions, which employs over 60 individuals and produces the DStv show ‘Sumbua Sacco’.
