The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has rolled out the National Policy on the Prevention of Alcohol, Drugs, and Substance Use (2025), approved by Cabinet in June but pending parliamentary enactment.
The policy introduces a suite of measures aimed squarely at curbing substance use among Kenya’s young people.
Legal Drinking Age to Climb from 18 to 21
“At 18, the human brain is still developing—delaying initiation until 21 reduces addiction risks, cognitive impairment, and risky behaviours,” NACADA said in its policy statement.
If passed, the legal drinking age in Kenya will increase to 21, aligning with public health best practices adopted by countries such as the United States.
Bans on Sales Near Schools, Worship Sites and Online
The draft regulations would:
- Prohibit alcohol sales within 500 metres of schools and places of worship
- Outlaw all digital vending, including on-demand app deliveries and unmanned machines
- Impose strict controls on marketing campaigns targeting minors and university students
“These measures close the loopholes that social media influencers and delivery apps exploit to reach underage consumers,” NACADA officials explained.
University Survey Exposes Alarming Consumption Levels
In February 2025, NACADA surveyed 15,678 undergraduates across public and private universities, revealing:
- 87.3% consume alcohol
- 64.4% smoke cigarettes
- 41.2% use shisha
“Kenya is facing a real crisis: alcohol is the most abused substance, with first exposure as early as age 13,” NACADA warns. It also found that 66.4% source substances from friends and 59.3% from local bars and canteens.
Industry Giants Double Down on Kenyan Market
Major brewers—Diageo (through EABL), Heineken, and AB InBev—have aggressively targeted Kenya’s growing middle class and youth demographic. They leverage
- Local production partnerships
- Digital marketing via influencers
- App-based delivery to sidestep traditional advertising restrictions
NACADA believes these tactics underscore the urgent need for tighter online sales controls.
While NACADA will spearhead the rollout, its enforcement powers remain advisory until Parliament enacts the policy into law. Similar campaigns in the past have stalled under political and industry pressure.
“Without legislation, our proposals cannot become binding,” NACADA acknowledges, pointing to an uncertain path from policy approval to tangible progress.
