In a sweeping move aimed at protecting children and young people, the Kenyan government has introduced stringent regulations on the advertising, promotion, and marketing of alcoholic beverages.
The new directives, outlined in a government statement, are designed to curb the influence of alcohol advertising on minors and the general public by eliminating excessive, misleading, or deceptive marketing strategies. Officials say the measures are crucial to safeguarding youth and promoting responsible consumption.
One of the major highlights of the directive is the ban on advertising and promotion of alcohol in any form targeting individuals under the age of 21. This includes a prohibition on marketing in or around learning institutions, including universities and colleges. Events such as sports tournaments, entertainment functions, art and music competitions that attract young audiences are also off-limits for alcohol promotion.
Advertising on audio-visual platforms, including international broadcasts, is now restricted between 5 a.m. and 10 p.m. Outdoor advertisements have also come under scrutiny, with the government banning such promotions on public properties, hospitals, residential buildings, and within a 300-metre radius of educational institutions.
Additionally, the use of promotional tactics such as free samples or discounted alcohol sales has been outlawed. The government has also outlawed any promotional material that features or is associated with individuals under the age of 21.
Online advertising and marketing of alcohol, including those originating outside Kenya, have also been banned. The government emphasized that any remaining advertisements must provide factual information, must not highlight the strength or quality of the beverage, nor portray abstaining from alcohol negatively.
Moreover, the production and distribution of music, films, or stage plays that glorify or positively depict alcohol and drug consumption have been prohibited across all media platforms. Prize-based competitions that encourage increased alcohol consumption have also been banned.
These regulations mark a significant shift in Kenya’s public health policy, with authorities aiming to reduce alcohol-related harm, especially among the youth. Stakeholders in the alcohol industry are now expected to align their advertising strategies with the new legal framework or risk penalties.
