On July 31, 2025, NACADA launched the National Policy for the Prevention, Management, and Control of Alcohol, Drugs, and Substance Abuse (2025) in Kenya, which proposes measures aimed at curbing alcohol abuse, particularly among the youth.
Key proposals include raising the legal drinking age to 21, banning the sale of alcohol in specific locations such as supermarkets, residential areas, and near schools and places of worship, and restricting alcohol advertising by prohibiting celebrity endorsements, lifestyle marketing, and advertisements during watershed hours.
These proposals sparked immediate public debate, with a majority of citizens criticizing them.
NACADA Introduces Proposals to Curb Alcohol Abuse
While the government argues that these measures are part of a broader strategy to reduce alcohol-related health problems and social issues, especially among youth and adolescents, these changes could significantly impact several businesses that rely on alcohol sales, potentially leading to job losses for thousands of Kenyans.
Dennis Itumbi, Head of Presidential Special Projects and Creative Economy, criticized the proposal, stating, “Content creators are not just influencers; they’re entrepreneurs, digital advertisers, and job creators. Kenya’s digital economy is young and growing. Regulation is necessary, perhaps mandatory, but NACADA must engage, not silence. We need smart, inclusive policy—not blanket bans.”
Also Read: NACADA Denies Banning Alcohol Sale and Advertisement
On his part, Dr. Austin Omondi- a medic- questioned NACADA’s motives, suggesting that the move could render many people jobless.
“In a country struggling with employment, how does this new alcohol sale ban affect employment rates? Is there a contingency plan to absorb these displaced workers?” he asked.
Businesses That Could be Affected if the Proposals Sail Through
One group risking closure of its operations is the online delivery riders, as the proposal bans the online sale of alcohol, eliminating home delivery services.
Additionally, supermarket cashiers and shelf stockers may face job losses due to the prohibition of alcohol sales within supermarket premises.
Content creators, particularly those who serve as brand ambassadors for various alcohol brands, are also at risk, as the proposals would restrict them from promoting alcoholic products.
Also Read: Why Kenya’s Alcohol Age Limit Should be Raised
Event-based alcohol vendors will be affected as well, as the government proposes banning alcohol sales in public beaches, parks, amusement parks, and recreational facilities. Small wine and spirit kiosk attendants, who have established their businesses in these recreational areas, could also be rendered jobless if the proposal becomes law.
Workers in breweries and distilleries could also face layoffs since one proposal seeks to ban the use of vending machines for alcohol sales.
Other groups at risk include youth brand ambassadors under 25, as well as taxi and boda boda riders who operate during night shifts.
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