What new Nacada policy says on alcohol Ads, marketing and sponsorship

A billboard along a highway/COURTESY

The government has introduced a wide-ranging ban on alcohol advertising, marketing, and sponsorship, especially those targeting children, youth, and learning institutions.

The strict new measures are part of the 2025 National Policy on Alcohol, Drugs, and Substance Abuse, which seeks to protect the public from misleading or excessive alcohol promotions and curb the normalisation of drinking culture.

The policy, once effective, completely bans advertising, promotion, and sponsorship of alcoholic products directed at persons under 21, including in schools, universities, and at youth-oriented events such as sports, music festivals, and talent competitions.

Alcohol promotions in and around learning institutions, including tertiary colleges, are also strictly prohibited.

“There shall be no promotion of alcohol by way of providing free samples or discounted sale,” part of the regulations reads in part.

To further shield young audiences, audio-visual alcohol advertising will not be allowed between 5am and 10pm, the official watershed hours, even if the broadcast originates from outside Kenya.

Online advertising and promotion of alcohol products are also banned under the new policy. Outdoor advertising faces tight restrictions as well.

Alcohol-related billboards and signage will no longer be permitted on government property, hospitals, residential areas, or within 300 metres of any educational institution.

The use of promotional materials or branding that associates alcohol with youth culture, such as through toys, cartoons, or trendy slang, is outlawed.

The government has also cracked down on celebrity endorsements. The use of sports stars, musicians, actors, influencers, and media personalities to promote alcohol is now forbidden.

“There shall be no use of entertainment, sports personalities, media personalities and models, social media influencers, or celebrities in endorsing, promoting and advertising alcoholic drinks, drugs and substances,” it states.

Anyone featured in an alcohol advertisement must be over the age of 25, and even then, cannot be used in a way that promotes alcohol as part of a desirable lifestyle.

In addition, alcohol-related competitions and promotions that encourage excessive consumption to win prizes have been banned.

Free samples, discounted sales, or volume-based incentives such as “buy one get one free” are now prohibited.

The policy further bars any alcohol advertisements or content that glorifies or normalises alcohol use, promotes alcohol as a symbol of success, fun, or modernity, depicts abstinence negatively or as boring and emphasises alcoholic strength as a desirable quality.

Music, films, plays, or social media content that portray alcohol or drug use in a positive light are also banned from being produced or aired on print, electronic, or digital platforms.

Alcohol manufacturers and distributors are additionally prohibited from naming or branding sports teams, sponsoring tournaments, or branding national teams with alcohol product names.

A manufacturer, importer, distributor, wholesaler, retailer or any related agent of alcoholic drinks shall not name or brand a sports team by the name of an alcoholic drink’s product and sponsor or brand a sports league, tournament or a national team,” it says.

No promotion or marketing shall suggest that alcohol is acceptable or fashionable before, during, or after activities like sports, driving, or operating machinery.

The government says these tough new restrictions are meant to de-link alcohol from youth culture, entertainment, and sports, and to reduce the social pressure that often pushes young people toward early alcohol use.

Implementation of the advertising ban is expected to begin immediately, with regulatory agencies and county governments tasked with enforcement, monitoring, and public education on the new guidelines.

According to Nacada, the next step is the development of a multi-sectoral implementation framework, bringing together stakeholders from government, industry, civil society, and the public.

This process will set out practical steps towards achieving the policy's aims.

"Any proposal that requires legal backing will undergo a thorough law review process, which will be transparent and inclusive," it said.

Most importantly, public participation will be central to this process, enabling citizens, businesses, and interest groups to share their views and address any contentious issues before implementation, it said.