The National Authority for the Campaign Against Alcohol and Drug Abuse has unveiled a new policy aiming to reduce alcohol consumption, particularly among the youth. Key among the proposed changes is raising the legal drinking age from 18 to 21.

The new National Policy on Alcohol, Drugs, and Substance Use (2025), which received Cabinet approval on June 24, is a response to alarming statistics showing that 87% of university students in Kenya consume alcohol, with the highest rates among those aged 18 to 24. NACADA believes that increasing the drinking age is essential to reducing youth alcohol-related harm.

“Studies from countries like the United States show that delaying legal access helps in reducing youth drinking trends,” the Authority stated.

The policy also includes a ban on celebrity endorsements of alcohol brands, recognizing the significant influence celebrities have on young audiences.

“Celebrity endorsements have a big influence on young people. We are removing that pressure and glamorisation,” said NACADA. Additionally, alcohol ads will be prohibited during children’s TV programs, school events, and national holidays.

To curb underage access, the policy will ban online alcohol sales, including through apps and home delivery services, which have made it easier for minors to obtain alcohol.

“Teenagers are ordering alcohol from their phones and getting it delivered to their homes. This must stop,” NACADA added.

Further measures include creating alcohol-free zones around schools, places of worship, and residential areas, prohibiting bars and liquor outlets from operating within 300 meters of these locations.

“These reforms are not just a policy on paper; they are a call to action at all levels,” NACADA emphasized.

By raising the drinking age, banning celebrity endorsements, and curbing online sales, NACADA hopes to significantly reduce alcohol-related harm among Kenya’s youth and promote a safer, healthier future.