In late June 2025, the Cabinet approved the National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse 2025, championed by NACADA (National Authority for the Campaign Against Alcohol and Drug Abuse). This policy was later on launched publicly on July 30. This new strategy is sets out to tackle substance misuse through prevention, regulation and rehabilitation strategies. Nacada also noted that the Cabinet had approved the 2025 policy to guide a coordinated and collaborative national response to the growing burden of alcohol and drug abuse.
Some of the key proposed measures Nacada has put in place to ensure the prevention of alcohol and substance abuse are:…..
Higher Legal Age
The policy recommends increasing the minimum legal age for handling, purchasing, consuming, and selling alcohol from 18 to 21 years, aligning Kenya with global public health standards and aiming to reduce early initiation and long‑term harm
Stricter Zoning Rules
Alcohol outlets will be barred from operating within 300 meters of schools, places of worship, and residential areas. This buffer zone aims to reduce youth exposure and curb impulsive access in sensitive areas
Ban on Digital & Retail Sales Channels
All forms of online purchase, home delivery, supermarket sales, and vending-machine distribution of alcohol will be prohibited under the policy. Enforcement would target platforms such as Jumia, Glovo, and informal hawking modes which the policy links to increased underage access
Marketing and Advertising Curbs
- Celebrity endorsements of alcohol brands are fully bannedand influencers below 25 years are restricted from endorsing alcohol
- Promotion during children’s TV programmes, school events, public holidays and even product placement in films is prohibited
- Outdoor advertisements and social media alcohol marketing will be restricted as part of a broader effort to de‑glamorize drinking
Mandatory Health Warnings & Labelling
Alcohol containers must carry health warnings, ingredients details, and pictorial safety labels in both English and Kiswahili. NACADA will regulate packaging standards and licensing structures for manufacturers, importers, and exporters
Focus on Prevention, Rehabilitation & Data
The policy marks a shift from criminalization to public health. It pledges to expand county‑level rehab centres, integrate substance abuse treatment into the Social Health Authority, and launch a Solatium Compensation Fund financed through levies on alcohol sellers to support treatment and reintegration services
Data‑Driven Oversight
NACADA plans to establish a National Drug Observatory to gather research on emerging trends (including vaping and synthetic drugs), in partnership with universities and think tanks, to inform future policy decisions
It is also important to note that NACADA and the government has emphasized that these measures are currently policy recommendations and are not yet enforceable law. Legal reform will follow a transparent, multi-stakeholder review process with public consultation and potential legislation development
However this new Nacada reforms have not been taken both positively and negatively by Kenyans and stakeholders as the Retail Trade Association of Kenya (RETRAK) and MELTA have raised alarms that the proposed rules and especially the higher drinking age, zoning limits, and delivery ban is likely to shut down legitimate businesses, displace workers, and drive underground illicit brews. MELTA estimates that nearly 80% of workers aged 18–20 in the sector may be adversely impacted and this could end up doing more harm than good. Whereas the public health advocates and experts support the direction, emphasizing that delaying alcohol access supports youth development, reduces violence and addiction risk, and aligns Kenya with successful international models like the United States
What comes next
If this reform is passed by the government then NACADA will rely on its Public Education and Advocacy Directorate to coordinate awareness and training programs across families, schools, workplaces, and communities, using curricula and campaigns already in place as it is aware that the Public Education and Advocacy Directorate is responsible for developing and implementing nationwide education and awareness campaigns on alcohol and drug abuse, as well as capacity-building and advocacy programs
Conclusion
Kenya’s 2025 alcohol and drug policy represents a bold and holistic attempt to address substance abuse through health-centered prevention, tighter regulation of supply and marketing, and enhanced rehabilitation infrastructure. Although none of the policies are law yet, the proposed changes mark a significant reimagining of how alcohol is governed in the country. The balance between public health and economic impact remains delicate while the vision is progressive, implementation must be inclusive, evidence-based, and calibrated to avoid unintended consequences especially for small enterprises and informal sector workers. Ultimately, if this new reforms are well executed with robust legal frameworks, stakeholder buy-in, and effective enforcement, Kenya could see a sharp decline in underage drinking, alcohol-related harm, and the broader societal costs tied to substance abuse.
