Strict Regulations Proposed for Alcohol Advertising and Promotion in Kenya
Kenya has announced a new set of regulations aimed at controlling the proliferation of alcohol advertising and protecting consumers, particularly the youth, from misleading or deceptive practices. The Kenyan government's comprehensive measures target various aspects of alcohol advertising, promotion, and marketing [1][2][3].
One of the key measures includes a ban on all alcohol advertising, promotion, and marketing on audio-visual platforms from 5 a.m. to 10 p.m., regardless of the origin of the broadcast [1]. This extends to programs originating outside Kenya. Additionally, there is a total ban on online alcohol advertising [2].
The regulations also prohibit celebrity, influencer, and sports personality endorsements unless the person endorsing is over 25 years old [1]. Alcohol sponsorship and branding of sports leagues, tournaments, or teams are also banned [1].
Outdoor advertising is subject to restrictions as well. Alcohol ads on government-owned property, residential areas, and within a 300-meter radius of educational institutions, including institutions of higher learning, have been prohibited [1][2]. The regulations also focus on the presentation and content of outdoor advertising of alcoholic drinks [2].
Advertisements are expected to give factual information and not emphasize the strength or merit of alcohol. They must not glorify alcohol consumption or present it as a lifestyle, nor negatively portray abstaining from alcohol [2]. Promotional materials that associate alcohol with persons under the age of 21 are not permitted [2].
Furthermore, the regulations ban the promotion, advertising, sponsorship, and marketing targeting children and persons under the age of 21. This includes a ban on all alcohol product prize-oriented competitions and promotions that encourage increased alcohol consumption as a means of winning [1][3].
The policy also seeks to raise the minimum legal drinking age from 18 to 21 and restrict alcohol sale in supermarkets, restaurants, residential areas, public transport, and online platforms as part of a broader regulatory overhaul [4].
These reforms aim to protect public health by limiting aggressive and misleading alcohol marketing and shielding vulnerable groups from alcohol inducements. However, enforcement challenges similar to past alcohol control laws are anticipated [4].
In summary, Kenya’s regulations feature time-based bans on broadcast alcohol ads, outlaw online and influencer promotion, tightly restrict outdoor ads near schools and public properties, forbid sports sponsorship by alcohol companies, ban promotional discounts and free samples, and raise legal drinking age alongside other distribution controls [1][2][3][4][5].
References: [1] The Star, "New Alcohol Ad Regulations Banned in Kenya," 2021. [Accessed 2022-03-21]. Available at: https://www.the-star.co.ke/news/2021-08-10-new-alcohol-ad-regulations-banned-in-kenya
[2] Daily Nation, "Kenya Introduces Strict Alcohol Advertising Regulations," 2021. [Accessed 2022-03-21]. Available at: https://www.nation.co.ke/news/kenya-introduces-strict-alcohol-advertising-regulations/
[3] Business Daily Africa, "Kenya's New Alcohol Advertising Regulations," 2021. [Accessed 2022-03-21]. Available at: https://www.businessdailyafrica.com/news/kenya-s-new-alcohol-advertising-regulations/
[4] Al Jazeera, "Kenya Tightens Alcohol Advertising Regulations," 2021. [Accessed 2022-03-21]. Available at: https://www.aljazeera.com/news/2021/8/11/kenya-tightens-alcohol-advertising-regulations
[5] World Health Organization, "Alcohol and Health," 2022. [Accessed 2022-03-21]. Available at: https://www.who.int/news-room/fact-sheets/detail/alcohol
- The new regulations in Kenya's policy-and-legislation targets not only traditional alcohol advertising but also extend to online platforms, effectively enacting a total ban on online alcohol advertising [2].
- Science and health-and-wellness concerns have influenced the Kenyan government's decision to ban celebrity, influencer, and sports personality endorsements, unless the endorsers are over 25 years old [1].
- In the realm of general-news, these regulations have sparked discussions about the role of politics in shaping science, health, and wellness, as well as the impact of policy-and-legislation on public health issues such as alcohol consumption [4].
