A heated public discourse has erupted in Kenya, pitting celebrated musician Bien Baraza against the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA). At the heart of the contention are NACADA's newly proposed stricter regulations on alcohol consumption, measures designed to tackle what the authority identifies as a deepening alcohol crisis, particularly among the nation's youth. Bien's sharp critique of these proposals as "fake morality" has ignited a vital conversation on public health, economic impact, and regulatory approaches in a rapidly evolving society.
NACADA's proposals are sweeping and aim to fundamentally alter the landscape of alcohol access and marketing in Kenya. Key measures include: a ban on the sale of alcohol near schools and places of worship, a significant increase in the legal drinking age from 18 to 21, and a complete prohibition on alcohol advertising. These regulations follow a recent ban on betting advertisements, collectively signaling a more stringent government stance on industries perceived to have negative societal impacts.
Bien Baraza, a prominent voice in Kenya's creative sphere, swiftly voiced his frustration. Taking to Instagram, he questioned the efficacy and genuine intent behind these measures, arguing they would severely limit job opportunities, especially within the vibrant creative and advertising sectors. "NACADA now proposes banning alcohol advertising, online sales, and raising the legal drinking age to 21. The government recently banned betting ads, too. These bans hit the creative and advertising industries hard. What is this fake morality? Pretending to care about the very youth they're killing. Are we the first country to have these vices? Then we wonder why unemployment is so rampant," he wrote, directly linking the proposed bans to economic hardship and the nation's high unemployment rates.
In a rare direct public response, NACADA issued a detailed statement on X (formerly Twitter), directly addressing Bien's concerns and elucidating their rationale. "Thank you, @bienaimesol, for sharing your concerns. We respect your voice and influence in shaping conversations that matter to young Kenyans," the statement began, setting a respectful yet firm tone. NACADA asserted that their stance was unequivocally "not about fake morality or censorship. It’s about public health, data-driven prevention, and protecting the same youth we all claim to care about."
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The authority painted a stark picture of Kenya's alcohol crisis: "Alcohol is the most abused substance, with first exposure starting as early as 13 years old... clearly not cool, is it? Youth are the primary targets of online, influencer-led alcohol marketing, and this is a fact, right? The burden of addiction is costing families, schools, and our healthcare system dearly, which is again an indisputable fact!" NACADA concluded by clarifying their intent: "We’re not banning creativity. We’re regulating access and exposure, especially where it blurs the line between lifestyle and addiction...."
