Nacada CEO Anthony Omerikwa
The National Authority for the Campaign Against Alcohol
and Drug Abuse (Nacada) has told off musician and influencer
Bien-Aime Baraza.
This follows his concern on the recent directive by
Nacada on measures to fight rising alcohol and drug abuse among the youth.
Nacada is set to raise the legal drinking age in Kenya from
18 to 21 as part of new measures to fight alcohol and drug abuse.
The policy introduces a series of reforms targeting alcohol
access, marketing and distribution across the country.
In a statement on his Instagram stories, Bien
protested the new directives, saying the move is censorship.
He said the directives affect the creative
and advertising industry, set to affect the youth.
“Nacada now proposes banning alcohol advertising, online sales and wants
to change the legal drinking age to 21. The government recently banned advertising
of betting. These bans affect the creative and advertising industries heavily,”
Bien said in a statement on Monday.
“What is this fake morality? Pretending to care about the very youth
they’re killing. Are we the first country to have these vices? Then we wonder
why unemployment is so rampant!”
Nacada thanked him for sharing his concerns, saying they respect their voice and influence in shaping conversations that
matter to young Kenyans.
They, however, said it is not about fake morality
or censorship but about public health, data-driven prevention, and protecting
the same youth we all claim to care about.
“Kenya is facing a real crisis; alcohol is
the most abused substance, with first exposure starting as early as 13 years
old, not cool, is it? Youth are the primary targets of online,
influencer-led alcohol marketing, and this is a fact, right? The burden of
addiction is costing families, schools, and our healthcare system dearly, which
is again an indisputable fact!” Nacada responded.
Nacada said they are not banning creativity
but regulating access and exposure, where it blurs the line between lifestyle
and addiction.
Just like countries regulate tobacco and
prescription drug advertisements, Nacada said, alcohol isn’t just another
product.
“It has consequences, and with visibility
comes responsibility. We also agree with you: unemployment is a national
concern. That’s why we’re working with county governments and partners to
create treatment jobs, prevention programs, peer mentorship roles, and
youth-led media projects that shift the narrative without harming lives,” Nacada
said.
Nacada said it is not a war against the
creative industry but a call for everyone, artists, marketers, and policy
makers, to co-create a culture where talent thrives, and youth don’t have to
choose between economic survival and public harm.
The Authority further stated that they are
open to having the conversation around it and dialogue.
Among
the key changes is a ban on all forms of online alcohol sales, including
through mobile apps and vending machines.
The government
also plans to shut down the home delivery of alcohol, which has been blamed for
making it easier for minors to access alcohol.
“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 said.
The policy
will also introduce strict zoning regulations that prevent alcohol outlets from
operating near schools, churches, or residential areas.
Celebrities
will no longer be allowed to advertise or promote alcohol brands. In addition,
alcohol adverts will also be prohibited during children’s TV programmes, school
events, and national holidays.