Advocacy communication in countering sports betting Addiction among youths in Kenya, a case study of Uasin Gishu County

Abstract

Sports betting addiction has increasingly become a widespread issue in Kenya, with mainstream media playing a significant role in exposing young people to betting activities. Alarmingly, 76% of Kenyan youth have been classified as problem gamblers. However, advocacy against sports betting remains limited compared to the aggressive marketing of betting firms in Kenya. This study aimed to examine how various institutions and civil society organizations in Uasin Gishu County utilize advocacy communication to counter sports betting addiction among the youth. The research was grounded in Social Learning Theory and the Elaboration Likelihood Model, which explain how individuals adopt behaviors through exposure and persuasion. The study was guided by three key research questions: (1) How is advocacy communication against sports betting addiction among the youths conducted in Uasin Gishu County? (2) How effective is advocacy communication in countering sports betting addiction among the youth in Uasin Gishu County? (3) What opportunities exist for advocacy communication against sports betting addiction among the youths in Uasin Gishu County? A qualitative research approach was adopted, employing a case study method to provide in-depth insights into advocacy strategies. Data was generated through semi-structured interviews with thirteen participants purposively selected from five organizations: Gamhelp Kenya, Responsible Gaming Federation of Kenya, Responsible Gambling Kenya, Betting Control and Licensing Board, and Uasin Gishu County Civil Society Organizations Network. The study also incorporated document analysis to enrich the findings. Data was recorded, transcribed, coded, and analyzed using thematic and content analysis while ensuring ethical considerations were upheld. The findings revealed that advocacy against sports betting addiction in Uasin Gishu County is primarily conducted through campaigns, direct communication, persuasive messaging, billboards, and the influence of public figures. However, the study found that advocacy communication remains largely ineffective due to several challenges, including inconsistent advocacy efforts, censorship, inadequate funding, youth resistance to change, understaffing, and a lack of clear messaging that resonates with the youth. Additionally, organizations face difficulties in countering the strong influence of mainstream media, which heavily promotes betting activities. Despite these challenges, the study identified opportunities for digital advocacy, where online platforms can be leveraged to reach youth more effectively. Strategic partnerships with relevant government agencies also present a chance to strengthen policy implementation and regulatory measures against betting addiction. The study concludes that current advocacy efforts against sports betting addiction are insufficient due to a lack of sustained initiatives that can drive meaningful change. It is recommended that organizations invest in regular training for advocacy facilitators, develop comprehensive digital advocacy strategies, and form strategic alliances with state agencies to enhance regulation and policy enforcement. This research is beneficial to advocacy organizations, policymakers, educators, and researchers seeking to enhance the effectiveness of advocacy communication in addressing sports betting addiction.