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On 30 July 2025, the Kenyan government unveiled a bold new strategy aimed at tackling alcohol and substance abuse. The National Policy on the Prevention of Alcohol, Drugs, and Substance Use (2025), launched by the Ministry of Interior and National Administration in collaboration with the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), sets out sweeping recommendations that could reshape how alcoholic products are advertised, promoted, and marketed across the country.
While the Policy is not yet law, its proposals are already stirring debate and for good reason.
What is the Policy All About?
At its core, the Policy aims to reduce both the demand and supply of alcohol and other substances of abuse. It outlines a series of interventions, many of which target the visibility and influence of alcohol marketing. From online ads to celebrity endorsements, the Policy takes a hard line on how alcohol is portrayed in public spaces and media.
But the rollout was not without controversy. Critics quickly flagged the lack of public participation in the Policy's development. NACADA responded by clarifying that the Policy is a set of recommendations and not binding directives but are meant to guide future legislation on alcohol and drug abuse.
Let us break down the key areas that could be affected.
Online and Audio-Visual Advertising
One of the boldest proposals in the Policy is a sweeping ban on the online sale, promotion, and advertising of alcoholic beverages. It also prohibits alcohol sales through home deliveries and courier services. By targeting both visibility and accessibility, the Policy aims to shut down the fast-growing digital and convenience-driven channels that have made alcohol more available – especially to young people.
In addition, the Policy introduces strict time-based restrictions on alcohol advertisements across TV, radio, and other audio-visual platforms. Ads will be banned between 5:00 a.m. and 10:00 p.m., even if the content is broadcast from outside Kenya. The Policy also seeks to limit music, films, and stage performances that glamorize alcohol or drug use, reinforcing a broader cultural shift toward healthier messaging.
Outdoor Advertising
The Policy seeks to eliminate outdoor alcohol ads within 300 metres of learning institutions, including universities. Alcohol ads would also be banned in residential areas, hospitals, and government-owned properties. While similar restrictions already exist under a number of county-level regulations, the Policy would extend these measures nationwide drastically reducing the visibility of alcohol branding in everyday public spaces.
Endorsements, Sponsorships & Branding
To curb the influence of public figures, the Policy proposes banning celebrities, influencers, and sports personalities from endorsing alcoholic products. It also aims to stop alcohol companies from sponsoring sports teams or events or naming teams after alcoholic brands. That means no social media campaigns, no influencer promotions, and no digital banners.
This could have major implications for sports marketing and entertainment partnerships in Kenya.
Content Regulation
The Policy does not just target where ads appear it also scrutinizes what they say. Some of its key proposals are already reflected in Kenya Alcohol Drinks Control Act, CAP 121 and Alcoholic Drinks Promotion Guidelines. These include:
- Ads must present factual information only, as set out in the Act to protect consumers;
- No emphasis on alcohol strength or quality, as set out in the promotion guidelines;
- No portrayal of alcohol as part of a desirable lifestyle, as set out in the promotion guidelines; and
- No suggestion that drinking is acceptable during sports, driving, or operating machinery, as set out in the Act.
These rules are designed to protect vulnerable groups, especially children and young adults.
Protecting Youth
In a significant shift, the Policy recommends raising the legal drinking age from 18 to 21. It also calls for:
- A total ban on alcohol marketing in learning institutions;
- No alcohol promotion at events targeting those under 21;
- No use of imagery or materials associated with youth; and
- Only individuals aged 25 and above may appear in alcohol ads. Currently, under the promotion guidelines, individuals aged 18 to 25 years are allowed to feature in alcohol ads, though only in non-significant roles.
This youth-focused approach reflects growing concern over early exposure to alcohol messaging.
What Happens Next?
While none of these provisions of the Policy are legally enforceable yet, NACADA issued clarification that where legislative review is required the same shall undergo public consultation. If the substantive law is amended to mirror the Policy as is, it could usher in a new era of alcohol regulation in Kenya.
Final Thoughts
Whether you are in advertising, entertainment, alcohol manufacturing and distribution, or just a concerned citizen, this Policy is worth watching. It signals a major shift in how Kenya views the use, sale and promotion of alcohol in the society and how it plans to protect its most vulnerable populations from its influence.
Stay tuned. The conversation is just beginning.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
