NACADA flags influencer marketing as threat in substance abuse fight
By Ascah Mwango, September 23, 2025The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has intensified its war on influencer marketing, warning that it poses a serious risk in the fight against substance abuse.
In a statement released on Tuesday, September 23, 2025, the agency cautioned that digital promotions are targeting young people in ways that traditional advertising cannot.
“Think influencer marketing is harmless? Think again. It reaches young Kenyans with a speed and precision that TV ads can’t match. This direct pipeline to our youth is a serious vulnerability,” NACADA stated.
Watch: NACADA bars celebrities from promoting alcohol online
The authority added that the newly introduced National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse is designed to protect the country’s children from such harmful influence.
“The National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse is our nation’s proactive defence. It severs this direct line to harm, creating a safer digital space for our children to grow. Awareness is the first step to action. Retweet if you stand for protecting the next generation from targeted substance abuse promotions,” NACADA said.
Sweeping measures
The statement comes just weeks after the Ministry of Interior unveiled a strict national policy to curb the rising cases of alcohol and drug abuse. The policy contains sweeping proposals aimed at tightening access, marketing, and distribution of alcohol across the country.
Among the recommendations is a total ban on online sales and home deliveries of alcohol. Hawking and vending machines will also no longer be allowed as distribution channels. Supermarkets, petrol stations, restaurants, and residential areas, as well as spaces close to schools, will be prohibited from selling alcohol if the proposals are passed into law.
The legal drinking age is expected to rise from 18 to 21 years. The new rules will bar anyone under 21 from entering alcohol-selling premises, even if accompanied by an adult. Additionally, anyone with a child or carrying offensive weapons will be denied the right to buy alcohol.
Also watch : NACADA proposes stricter alcohol Laws, including age and sale restrictions
On advertising and marketing, the policy introduces tough restrictions. NACADA has called for a ban on the use of celebrities such as musicians, actors, athletes, media personalities, and influencers in alcohol promotions. Only people aged 25 and above will be allowed to feature in alcohol adverts. Marketing campaigns will also be barred from portraying drinking as glamorous or aspirational.
Alcohol adverts will not be broadcast between 5:00 am and 10:00 pm across television, radio, digital platforms, and foreign broadcasts. Music videos, films, and live performances that glorify alcohol or drug use will be restricted from public display.
The proposed law also prohibits alcohol advertising and sponsorship in schools, universities, and youth-targeted sports and entertainment events. Outdoor billboards promoting alcohol will be restricted and banned within 300 metres of schools, hospitals, residential estates, and government buildings.
Manufacturers will be required to provide clear health warnings and ingredient lists on packaging. The policy also seeks to ban the sale of cheap, high-alcohol sachets and introduce a minimum packaging size of 250 millilitres.
The proposals further recommend an overhaul of the licensing system. The national government will become the sole authority to issue licenses for the manufacture, import, export, and distribution of alcohol. The number and locations of outlets will be tightly controlled, particularly in residential areas and around schools.