The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) on July 30 released tough advertising restrictions in the National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse (2025) report, banning celebrities and social media influencers from promoting alcoholic beverages
In the report, NACADA targets misleading alcohol marketing and seeks to shield minors from harmful exposure.
Among the most notable rules is the Watershed Ban, which prohibits alcohol advertisements on audio-visual platforms between 5:00 a.m. and 10:00 p.m. This includes broadcasts originating outside Kenya.
“To protect children, youth and the public from excessive, misleading, or deceptive inducements of alcohol advertising, promotion and marketing, watershed hours shall be enforced,” the policy states.
Celebrity and Influencer Endorsements
The policy further bans Celebrity and Influencer Endorsements, effectively prohibiting alcohol brands from using celebrities, media personalities, influencers, or sports figures in promotional content.
Any individual featured in such advertisements must be at least 25 years old. NACADA also outlawed Lifestyle Marketing, where alcohol is linked to success, attractiveness, popularity, or social status.
In a bid to protect minors, the policy prohibits alcohol branding on children’s merchandise, such as toys, school supplies, and clothing.
“To protect minors, the policy prohibits alcohol branding on children’s merchandise, including toys, school supplies, and clothing,” read part of the NACADA report.
Digital Advertising Restrictions also apply, banning online and social media alcohol promotions, including those originating outside Kenya.
Promotions offering free samples, discounts, or prize incentives that encourage consumption have also been banned.
Key Advertising Rules Under the NACADA 2025 Policy
- Watershed Ban: No alcohol ads allowed on audio-visual platforms between 5:00 a.m. and 10:00 p.m.
- No Celebrity Endorsements: Celebrities, influencers, and public figures may not promote alcohol.
- Age Requirement: Only individuals aged 25 and above may appear in alcohol advertisements.
- Lifestyle Marketing Prohibited: Ads must not associate alcohol with success, beauty, or social status.
Also Read: NACADA Defends Raising Kenyan Legal Drinking Age to 21
“Any advertisement of alcoholic products shall be expected to give factual information, not emphasize the strength or merit of alcohol, not negatively cast abstinence from alcohol consumption, and shall not depict alcohol consumption as a lifestyle,” NACADA warned.
- No Branding on Children’s Items: Alcohol logos are banned from items like toys and school bags.
- Digital Advertising Ban: Alcohol promotion is prohibited on all online platforms and social media.
- No Free Samples or Discounts: Promotions that encourage alcohol consumption are outlawed.
- Outdoor Ad Restrictions: Advertising is banned in residential areas, hospitals, government facilities, and within 300 metres of learning institutions.
Other NACADA regulations on alcohol
The National Policy for the Prevention, Management, and Control of Alcohol, Drugs, and Substance Abuse also outlined comprehensive requirements for alcohol licensing in Kenya.
Also Read: NACADA Bans Sale of Alcohol in Supermarkets and Other Key Areas (FULL LIST)
It mandates that the minimum legal age for handling, purchasing, consuming, and selling alcohol is 21 years.
Licensing of manufacturing, importation, and exportation of alcoholic drinks is reserved for the National Government, while County Governments are responsible for licensing retail outlets.
However, retail licenses are prohibited within 300 meters of educational institutions, and licensing is restricted in areas with high population density.
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