Bien slams govt for targeting creatives with alcohol and betting regulations

Singer Bien-Aimé Baraza has criticised the government’s increasing regulation of advertising around alcohol and betting, saying such moves are directly targeting and harming the creative industry and its contributors.

Taking to his Instagram stories on Monday, July 14, 2025, the award-winning singer expressed concern over NACADA’s newly proposed measures, which include banning online alcohol sales, advertising of alcoholic beverages, and raising the legal drinking age from 18 to 21.

The ‘Nairobi’ hitmaker also referenced the government’s recent ban on betting advertisements, arguing that these decisions were being disguised as moral responsibility, yet they disproportionately affect artists and creatives who depend on such endorsements.

“The government recently banned advertising of betting. Now, NACADA proposes banning alcohol advertising and online sales, and wants to raise the legal drinking age to 21. These bans affect the creative and advertising industries heavily,” Bien posted.

The outspoken artiste accused policymakers of exercising fake morality, saying that the same leaders who claim to be protecting the youth are the ones failing them by cutting off opportunities for sustainable livelihoods.

He questioned the logic of targeting industries that, while controversial, provide income for a significant number of Kenyan youth and creatives.

“What is this fake morality? Pretending to care about the very youth they are killing. Are we the first country to have these vices? Then we wonder why unemployment is so rampant!”

NACADA proposal

Bien’s remarks followed NACADA’s move to back a proposal that seeks to raise the legal drinking age in Kenya from 18 to 21.

“The proposal to raise the legal drinking age to 21 is a well-informed prevention strategy grounded in scientific research, public health best practices, and evidence from global success stories,” NACADA stated in a post on X on Monday, July 14, 2025.

According to the Authority, studies have shown that delaying the age young people start drinking reduces the risk of addiction, brain damage, and risky behaviour.

“The brain continues developing until the mid-20s,” the post added.

NACADA also pointed to countries like the United States, where the minimum drinking age is 21, saying such nations report lower levels of underage drinking, drunk-driving deaths, and alcohol-related harm compared to those with lower age limits.

The move is part of a wider plan under the new National Policy on the Prevention of Alcohol, Drugs and Substance Use (2025), which was approved by the Cabinet on June 24. The policy includes strict rules aimed at reducing alcohol and drug abuse among young people.

Tougher rules on alcohol

Some of the proposed measures include banning alcohol sales near schools, churches, and residential areas. Bars and liquor shops will not be allowed to operate within 300 metres of such places.

The policy also plans to ban all forms of online alcohol sales, including through mobile apps and vending machines. Home delivery of alcohol will be stopped to prevent minors from accessing alcohol easily.

“The online space has become a loophole. Teenagers are ordering alcohol from their phones and getting it delivered to their homes. This must stop,” NACADA stated.

In addition, celebrities will no longer be allowed to promote alcohol brands, and adverts will be banned during children’s programmes and school events.

The 2025 survey by NACADA showed that 87.3 per cent of university students in Kenya consume alcohol, with many saying they get drugs from friends, canteens, and neighbourhood bars.

Through the new policy, NACADA aims to build a safer environment for young people and promote healthy lifestyles by reducing demand and access to drugs and alcohol across the country.

You might also like

News

Nacada urges parents to talk openly with their children to curb drug abuse

Entertainment

Bien explains why voters should focus on leaders’ performance rather than election debates