The National Authority for the Campaign Against Alcohol and Drug Abuse (Nacada) has responded strongly to concerns raised by Kenyan artist Bien-Aime Baraza regarding its latest directive targeting alcohol abuse among youth.
Bien, a member of the popular music group Sauti Sol and a key figure in the entertainment industry, took to Instagram to protest the new measures, describing them as censorship. He said the directive aimed at banning alcohol advertising, online sales, and raising the legal drinking age from 18 to 21 poses a significant threat to Kenya’s creative and advertising sectors.
“These bans affect the creative and advertising industries heavily,” Bien said. “What is this fake morality? Pretending to care about the very youth they’re killing.”
Nacada, however, dismissed the criticism, affirming that the policy is not about censorship or moral policing but rather a strategic move to protect public health. “Kenya is facing a real crisis. Alcohol is the most abused substance, with first exposure starting as early as 13 years old,” the authority said in a statement.
Nacada emphasized that young people are the primary targets of influencer-led alcohol marketing and that unregulated online access has become a gateway for underage drinking. As part of its new policy, the authority will ban all online sales of alcohol, including mobile apps and home delivery services. Strict zoning laws will also be implemented to prevent alcohol outlets from operating near schools, churches, and residential areas.
One of the most controversial aspects of the policy is the prohibition of celebrities from endorsing alcohol brands. Nacada believes that such endorsements blur the line between lifestyle and addiction, sending mixed messages to impressionable audiences.
While acknowledging Bien’s concerns, Nacada said it welcomes dialogue with artists, marketers, and policymakers to co-create a culture where creativity thrives without harming the youth. “It is not a war against the creative industry but a call for responsibility,” the statement read.
With youth addiction rates rising and alcohol abuse threatening communities and healthcare systems, Nacada insists that bold action is necessary even if it ruffles feathers in the entertainment world.
