Head of Presidential Special Projects & Creative Economy, Dennis Itumbi, has criticised the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) for the proposed alcohol regulations, which he claims might bear significant economic repercussions.
In a statement on his official X account on Wednesday, July 30, Itumbi claimed that the authority should prioritise consulting with the public and other stakeholders through public participation forums before making any sudden regulations or bans in the alcohol industry.
The proposal by NACADA suggests that content creators should be banned from advertising alcohol brands; however, Itumbi, who has long been at the vanguard of advocating for the rights and welfare of content creators, cautioned that the move could cripple the country's digital economy.
Itumbi has further urged the authority to ensure that it designs fair and inclusive policies that will balance the needs of every stakeholder in the sector.
"Content creators are not just influencers; they’re entrepreneurs, digital advertisers & job creators. Kenya’s digital economy is young & growing," Itumbi said.
"Regulation is necessary, maybe mandatory, but NACADA must engage, not silence. We need smart, inclusive policy—not blanket bans," he added.
The statement by Itumbi came hours after NACADA unveiled the National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse 2025, which proposed a raft of changes in the alcohol industry, in a broader aim of regulating drug and substance abuse in the country.
In its recommendations, NACADA proposed the ban of the sale of alcohol in supermarkets, within residential premises, restaurants, and basic education, tertiary, and higher learning institutions.
Furthermore, the authority also called for the prohibition of the sale and consumption of alcohol at public beaches, public parks, amusement parks, petrol stations, dining areas in members’ clubs, and hotels.
The policy shift also called for the raising of the legal drinking age from 18 years to 21 years in a bid to curb alcohol consumption among the youth.
The new proposals have triggered a wave of controversy among Kenyans, many noting that the NACADA did not consider the negative implications the regulations would bring to the business ecosystem.
In a statement on Wednesday, after the uproar, the authority clarified that the proposed regulations will be subject to public discourse and debate, where Kenyans will have a chance to express their views on the policy.
"Any proposal that requires legal backing will undergo a thorough law review process, which will be transparent and inclusive. Most importantly, public participation will be central to this process, enabling citizens, businesses, and interest groups to share their views and address any contentious issues before implementation," NACADA stated.
