Govt Responds To Criticism On Raising Legal Drinking Age To 21
Earlier on Monday, July 14, the authority introduced tough new drinking rules under the 2025 National Policy on Alcohol, Drugs and Substance Abuse, a policy which included a ban on celebrity endorsements of alcohol brands.
Viral Tea Ke Writer 
The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) responded to uproar from a section of musicians regarding sweeping moves set to hit Kenya's entertainment and lifestyle scene brutally.
Earlier on Monday, July 14, the authority introduced tough new drinking rules under the 2025 National Policy on Alcohol, Drugs and Substance Abuse, a policy which included a ban on celebrity endorsements of alcohol brands.
Others included raising the legal drinking age from 18 to 21 years and banning home delivery of alcohol, especially via digital platforms. In addition, bars and alcohol establishments would be restricted from operating within 300 metres of schools, churches, and residential areas.
The new policy also cracks down on online platforms that allow minors to access alcohol, and calls for the expansion of rehabilitation centres.
National Authority for the Campaign Against Alcohol and Drug Abuse CEO Anthony Omerikwa during the NACADA strategic plan launch 2023-2027 on June 19, 2024. /PHOTO
The policy was not taken lying down by a section of creatives, with Bien Aime, a once popular member of the Sauti Sol band, accusing the authority of misuse of morality.
"NACADA now proposes banning alcohol advertising, online sales and wants to change the legal drinking age to 21. The government recently banned advertising of betting.
“These bans affect the creative and advertising industries heavily. What is this fake morality? Pretending to care about the very youth they are killing. Are we the first country to have these vices? Then you wonder why unemployment is so rampant,” Bien wrote on his Instagram stories.
However, NACADA in its statement argued that it was regulating access and exposure, especially where it blurs the line between lifestyle and addiction.
NACADA has stressed that its motives are genuine, pointing out that young people are the main targets of alcohol marketing driven by online platforms and influencers.
"Let’s be clear: this is not about fake morality or censorship. It’s about public health, data-driven prevention, and protecting the same youth we all claim to care about," the authority wrote on X.
Defending its policy, the authority laid out statistics saying that alcohol is the most abused substance, with first exposure starting as early as 13 years old, and that the burden of addiction is costing families, schools, and the country's healthcare system dearly.
NACADA went on to state that it was not waging war against the creative industry but rather its policy is a call for everyone, including artists, marketers, and policy makers, to co-create a culture where talent thrives, "and youth don’t have to choose between economic survival and public harm."
"Just like countries regulate tobacco and prescription drug ads, we’re saying: alcohol isn’t just another product. It has consequences, and with visibility comes responsibility," added the authority.
NACADA is not the only government agency to draw the wrath of Kenyan creatives. A move by the Betting Control and Licensing Board (BCLB) to ban the use of celebrities, influencers and content creators to promote gambling sparked uproar amongst the three groups, which had called for the ban to be reversed.
BCLB is yet to respond to their call at the time of publishing this story, four weeks after the celebrities, influencers and content creators issued an ultimatum of 48 hours. The decision was deemed a significant blow to celebrities and influencers who depend on the highly profitable gambling sector as a source of income.
President William Ruto and Nairobi Governor Johnson Sakaja with content creators at State House, Nairobi on June 13, 2023. /PCS
