Nairobi, Kenya – The Kenyan government has rolled out sweeping restrictions on alcohol advertising and sales as part of a new National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse. The policy, announced on 30 July, raises the legal age for purchasing, handling and consuming alcohol from 18 to 21 and bans all forms of marketing and sponsorship targeting people under 21. It also prohibits celebrities, influencers and sports personalities from endorsing alcoholic beverages.

Under the new rules, events popular with youth – including school functions, university festivals and sports competitions – may not display alcohol brands or accept sponsorships from beverage companies. Advertisements cannot feature anyone under 25, and lifestyle marketing that glamorises drinking is outlawed. Naming sports teams or tournaments after alcoholic drinks is banned, and companies are barred from using images of minors in promotional materials.

The policy aims to shield children and young adults from exposure to alcohol and curb the rising rates of underage drinking. Health authorities said the minimum age of 21 aligns with research suggesting that the brain continues to develop into early adulthood and that early alcohol consumption increases the risk of addiction. Officials said enforcement will involve regular compliance checks and penalties for violators.

Industry groups have expressed concern that the regulations could hurt sales and advertising revenues, but public‑health advocates welcomed the measures. They argue that aggressive marketing campaigns have normalised excessive drinking among youth and contributed to accidents and health problems. The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) said it will conduct awareness campaigns to ensure that consumers understand the new rules.

The government plans to review the policy’s impact after one year and will consider further measures, such as restricting alcohol sales hours and implementing stricter licensing criteria. For now, bar owners and advertisers are adapting to a new era of alcohol control aimed at protecting Kenya’s next generation.