Itumbi urges NACADA to engage content creators, not silence them
Head of Presidential Special Projects and Creative Economy Dennis Itumbi has called on the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) to rethink its approach to regulating content creators by barring them from advertising alcohol.
Taking to his official X account on the night of Wednesday, July 30, 2025, Itumbi called for engagement and an inclusive policy rather than blanket bans.
Itumbi on content creators
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He emphasised the pivotal role that content creators play in Kenya’s economy, describing them not only as influencers but also as entrepreneurs, digital advertisers, and job creators.
“Content creators are not just influencers; they’re entrepreneurs, digital advertisers & job creators. Kenya’s digital economy is young & growing,” Itumbi stated.
Itumbi further warns that a sweeping crackdown could stifle innovation and disrupt livelihoods.
“Regulation is necessary, maybe mandatory, but NACADA must engage, not silence. We need smart, inclusive policy—not blanket bans,” he wrote on X.
Itumbi’s remarks follow NACADA’s proposal to ban online alcohol advertising and restrict the use of celebrities, influencers, and public figures in alcohol marketing.
Kenyan comedian, scriptwriter, and filmmaker Eddie Butita also condemned the move, saying it is misguided, uninformed, and exclusionary.
Tough measures
The Ministry of Interior on Wednesday, July 30, 2025, unveiled a tough new national policy on alcohol and drug abuse.
The proposals aim to combat the rising cases of substance abuse by introducing sweeping restrictions on the sale, marketing, and consumption of alcohol.
According to the policy, online sales and home deliveries of alcohol will be banned. Hawking and vending machines will also no longer be permitted to distribute alcohol. Alcohol will not be sold in supermarkets, petrol stations, restaurants, or in residential areas and near learning institutions.
The proposals seek to raise the legal drinking age from 18 to 21. Individuals under the age of 21 would be prohibited from accessing alcohol-selling outlets, even when accompanied by adults. Additionally, anyone accompanied by a child or found with offensive weapons will be barred from purchasing alcohol.
NACADA also wants to ban the use of public figures such as musicians, actors, athletes, media personalities, and influencers in alcohol advertising.
According to the proposal, only individuals above the age of 25 may appear in alcohol-related adverts. The authority further wants to outlaw lifestyle marketing of alcohol, saying advertising should not glamorise drinking or portray it as aspirational.
Advertising during watershed hours between 5:00 am and 10:00 pm will be prohibited. This includes content on audio-visual platforms, foreign broadcasts, and digital channels. Films, music videos, and performances that show alcohol or substance use in a positive light will be restricted from appearing in print and electronic media.
