Bien, NACADA in war of words over new regulations on alcohol advertising

A public confrontation between the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) and celebrated musician Bien-Aime Baraza has cast a spotlight on the country's struggle to regulate the advertising of alcoholic drinks.

Bien, a prominent figure in Kenya's music industry, has criticised NACADA's decision to prohibit celebrities from participating in alcohol advertisements.

He labelled the move "hypocrisy", arguing that it unfairly targets creatives whose livelihoods rely on endorsements and advertising.

"These bans affect creatives and the advertising industry heavily," he said in a viral post. "What's the idea here, morality? Pretending to care about the very youth they're killing? Why is unemployment so rampant?"

He argued that such prohibitions deprive artists of vital income without addressing deeper issues such as youth vulnerability or joblessness.

Thank you, @bienaimesol , for sharing your concerns. We respect your voice and influence in shaping conversations that matter to young Kenyans.

Let's be clear: this is not about fake morality or censorship. It's about public health, data-driven prevention, and protecting the... pic.twitter.com/Lz39GAtm7r

- NACADA Kenya (@NACADAKenya) July 14, 2025

In response, NACADA maintained that the decision was not about morality or censorship, but about "data-driven public health protection" and safeguarding the youth.

The authority noted that alcohol remains the most abused substance in Kenya, with some users starting as young as 13.

While youth are the main targets of influencer-led and online alcohol advertising, the burden of addiction is borne by families, schools, and the healthcare system.

"We're not banning creativity," NACADA said. "We're regulating access and exposure, especially where it blurs the line between lifestyle and addiction."

The agency compared its approach to existing restrictions on tobacco and prescription drug advertising, saying that alcohol "isn't just another product."

With greater visibility, they argued, comes greater responsibility for celebrities and influencers.

NACADA acknowledged the severity of youth unemployment in Kenya and expressed willingness to collaborate with artists, local governments and organisations to create job opportunities and support prevention-focused projects and media.

"This is not a war against the creative industry," NACADA added.

"It's a call for us all to co-create a culture where talent thrives, and youth don't have to choose between economic survival and public harm."

The clash between Bien and NACADA has sparked a broader conversation about the boundaries between artistic expression and social responsibility.

Public health officials have previously warned of the hidden costs of unregulated alcohol promotion targeting young audiences.