No More Celebrity Alcohol Ads: NACADA Bans Influencers in Kenya’s New 2025 Policy

The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has rolled out bold new advertising restrictions under its 2025 National Policy for the Prevention, Management, and Control of Alcohol, Drugs and Substance Abuse.

Unveiled on July 30, the new policy aims to protect minors and curb misleading alcohol promotion in Kenya by banning the use of celebrities, influencers, and even social media platforms for alcohol marketing.

Celebrity & Influencer Endorsements Outlawed

In a move likely to shake the entertainment and marketing industries, NACADA has banned all alcohol promotions involving celebrities, influencers, and sports personalities. The policy states that any individual featured in an alcohol advertisement must now be at least 25 years old.

Additionally, brands are prohibited from linking alcohol consumption to success, beauty, popularity, or social status a common marketing tactic in lifestyle promotions.

Watershed Ban: No Alcohol Ads from 5 AM to 10 PM

The policy introduces a Watershed Ban that blocks alcohol ads on any audio-visual media—including foreign channels—between 5:00 a.m. and 10:00 p.m. This aims to prevent underage audiences from exposure to alcohol messaging during peak viewing hours.

New Restrictions on Children’s Products

To protect children from indirect exposure, NACADA has banned alcohol branding on children’s merchandise, including toys, school supplies, and clothing. This aligns with the broader goal of minimizing alcohol’s cultural normalization among minors.

Digital & Social Media Promotions Banned

In the digital space, the policy imposes a sweeping ban on online and social media alcohol advertising, even for content originating outside Kenya. Influencer campaigns, giveaways, and prize incentives are now outlawed.

Other Key Highlights of NACADA’s 2025 Alcohol Policy

• No Celebrity Endorsements: Public figures cannot promote alcohol.
• Age Requirement: Individuals in alcohol ads must be 25+.
• Watershed Hours: Alcohol ads banned from 5 AM to 10 PM.
• Digital Ban: No alcohol promotions on websites or social media.
• Children’s Products: Alcohol branding on school items is prohibited.
• No Freebies: Promotions involving discounts or free samples are banned.
• Outdoor Limits: Alcohol ads are not allowed near schools, hospitals, or government offices.

New Licensing Rules and Legal Age

Beyond advertising, the policy also outlines revised licensing regulations. The legal age for purchasing, handling, and consuming alcohol is now officially set at 21 years.

While the National Government will handle licensing for manufacturing, importation, and exportation, County Governments are tasked with licensing retail outlets subject to location restrictions. For instance, outlets cannot be licensed within 300 metres of educational institutions or in high-density residential areas.

NACADA’s firm stance underscores a broader crackdown on alcohol abuse in Kenya and aims to create a safer, more responsible society, particularly for the youth.