NACADA Unveils Sweeping Alcohol Reforms: Sales at Events with Children Banned, Supermarket Liquor Curbed, and Celebrity Endorsements Outlawed

Nairobi, Kenya – August 2, 2025 — The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has released a bold new policy framework aimed at drastically tightening how alcohol is sold, advertised, and promoted in Kenya.

The National Policy on Prevention, Management and Control of Alcohol, Drugs and Substance Use (2025)—recently approved by Cabinet—is now under parliamentary review. If enacted into law, it will mark one of the most far-reaching regulatory overhauls of Kenya’s alcohol industry in over a decade.

🔒 Key Restrictions at a Glance

The proposed measures include:

• Ban on alcohol sales at events where children are present, such as school fundraisers, family fun days, or sports days. Organizers of such events would face fines or loss of permits for non-compliance.

• Prohibition of alcohol sales via vending machines, supermarkets, online platforms, and restaurants—venues NACADA says make alcohol too accessible to underage and high-risk consumers.

• Outlawing celebrity and influencer endorsements of alcoholic products. This includes athletes, musicians, social media personalities, and other public figures. Paid sponsorships, gift giveaways, and promotional codes linked to alcohol brands will be banned.

• No advertising within 300 metres of schools, religious institutions, hospitals, and government buildings. Alcohol-related signage will also be removed from public transport.

• Ban on alcohol packaging under 250 ml, including sachets and small bottles, commonly linked to underage and low-cost binge consumption.

• Stricter age controls, raising the minimum legal age for purchasing or consuming alcohol from 18 to 21 years. Individuals under 21 will also be barred from entering alcohol-selling premises, even when accompanied by adults.

• Digital marketing heavily restricted, with monitoring of social media promotions and shutdown of any online platforms that promote alcohol to minors or use appealing imagery targeting youth.

🎯 Why NACADA Says It’s Necessary

According to NACADA, alcohol abuse remains one of Kenya’s most pervasive public health threats. A 2024 nationwide survey found that:

• 19.3% of Kenyans aged 15–65 consume alcohol regularly;

• University students aged 19–25 recorded the highest consumption rates, with over 87% admitting to alcohol use;

• Alcohol is among the top contributors to road accidents, gender-based violence, and mental health disorders.

NACADA argues that alcohol availability and aggressive marketing have normalized consumption even among children, particularly through music videos, social media, and branded merchandise.

“When alcohol is promoted by role models or sold in child-friendly environments like supermarkets, it undermines every attempt to instill responsible behaviour,” said NACADA Chairperson Rev. Dr. Stephen Mairori.

⚖️ Industry Pushback Expected

The hospitality, beverage, and retail sectors are already voicing opposition, citing anticipated losses and job cuts. Supermarkets and restaurants, which generate substantial profit margins from alcoholic beverage sales, warn that implementation without proper consultation could destabilize the sector.

Digital marketers and influencers are also pushing back, arguing that enforcement may be difficult to define, particularly when it comes to user-generated content.

Industry stakeholders are now calling for stakeholder forums to revise the proposals before legislation is finalized.

🏛️ What Happens Next

The proposed reforms must pass through Parliament before they become law. The Ministry of Interior and the Ministry of Health are expected to lead nationwide public sensitization once the policy is enacted. Counties will also be required to align their licensing frameworks to the new guidelines.

If passed, Kenya would join countries like Norway, Sri Lanka, and South Africa in imposing some of the strictest alcohol control regulations in the developing world.