The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has clarified that its newly launched national policy does not impose any legal bans but instead sets out proposed guidelines aimed at curbing substance abuse in the country.

The National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse (2025) was launched on Wednesday in Nairobi by NACADA.

“This is a roadmap, not an enforcement tool,” noted Chief Executive Officer Anthony Omerikwa in a statement on Wednesday, July 30.

In its new policy, NACADA has proposed far-reaching restrictions on the advertising, promotion and sale of alcoholic products.

 The agency wants to prohibit online alcohol marketing, restrict operating hours for outlets and ban promotions that associate alcohol with sports or celebrities.

According to the policy report, advertising of alcoholic drinks on audio visual platforms between 5 a.m. and 10 p.m. including foreign broadcasts shall be banned. Promotions must not depict alcohol as a positive or desirable quality.

“There shall be no use of entertainment, sports personalities, media personalities, social media influencers or celebrities in endorsing, promoting or advertising alcoholic drinks,” said the policy.

While NACADA proposes that only individuals aged above 25 years may appear in alcohol-related advertising, it also wants to ban promotions that target people under 21.

 The agency has recommended outlawing all alcohol marketing in learning institutions and prohibiting the use of youth-associated materials in such campaigns.

The policy also seeks to ban the production or broadcast of music, films, plays or performances that glorify or positively depict alcohol or drug use in print and electronic media.

Manufacturers, distributors and sellers would be barred from naming sports teams after alcoholic brands or sponsoring leagues and national tournaments.

Advertisements would also be banned from linking alcohol to driving, operating machinery or playing sports.

On retail, NACADA proposes tighter regulation of alcohol outlet licences and operating hours based on population density and other criteria.

It recommends a minimum package size of 250ml and strict limits on alcohol distribution hours, which would be confined to between 6 a.m. and 6 p.m.

To enforce these measures, the authority plans to develop a framework for licensing and branding vehicles that distribute alcoholic drinks.

The agency also wants to bar public officers at both national and county levels from owning or operating alcohol outlets directly or through proxies.

Omerikwa said the proposals remain subject to public and legal scrutiny before they are adopted into law.

“These measures are not binding. They are meant to guide a process that will involve the public and other stakeholders,” said Omerikwa.

NACADA said it will now engage civil society, government and industry players to develop a multi sectoral implementation framework. Any legal reforms will undergo a formal law review process that includes public participation.

“We are urging Kenyans to take part in this process and share their views before any measures are implemented,” noted Omerikwa.

NACADA said the policy aims to protect young people from the harms of alcohol and drug abuse while promoting a healthier, more productive society.