Musician Nviiri's Stance on Alcohol Advertising and Influencer Ethics

Kenyan musician Nviiri Sande, popularly known as Nviiri the Storyteller, has broken ranks with celebrity culture to support a proposed government ban on influencers promoting alcoholic drinks—citing a moment of personal reckoning during a campaign in Kayole.

In a heartfelt Instagram Story shared on Monday, July 14, Nviiri admitted that an alcohol promotion he once did left him feeling deeply conflicted.

He went on to urge artists and influencers to rethink what they promote—especially when it doesn't uplift their audience.

“Chochote ambacho hakiwezi muinua mwenzako usije ukamdanganya ni kizuri... Tujifunze kuishi kwa ukweli.” ("Don’t promote something that doesn’t uplift others—let’s learn to live truthfully and stand by our values.")

New Alcohol Policy & NACADA’s Push

Nviiri’s remarks come in the wake of sweeping policy changes by the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), which has endorsed raising the legal drinking age in Kenya from 18 to 21.

The move, backed by research on brain development and international case studies, is part of the National Policy on the Prevention of Alcohol, Drugs and Substance Use (2025)—approved by Cabinet on June 24.

The policy also proposes a ban on alcohol adverts during children’s shows and school events, and prohibits celebrities and influencers from promoting alcoholic brands.

A 2025 NACADA survey reported that 87.3% of university students in Kenya consume alcohol, often through informal and easily accessible sources—prompting concern from health officials and reform advocates.

Not Everyone Agrees

While Nviiri’s stance earned praise online, not all artists are on board.

Fellow musician Bien-Aimé Baraza took a more critical position, warning that blanket bans on influencer marketing risk silencing artists’ creative and commercial freedoms. He emphasized the need for balanced regulation, not sweeping censorship, especially in a space where many creatives rely on brand partnerships for income.

Fellow musician Bien-Aimé Baraza took a more critical position, warning that blanket bans on influencer marketing risk silencing artists’ creative and commercial freedoms.

He emphasized the need for balanced regulation, not sweeping censorship, especially in a space where many creatives rely on brand partnerships for income.