The government of Kenya has announced the imposition of comprehensive measures to control the advertising, promotion, and marketing of alcoholic beverages.
The new regulations are designed to help control the proliferation of alcohol advertising and ensure that promotional activities do not mislead or deceive consumers. A key focus is to shield children, youth, and the general public from excessive, misleading, or deceptive inducements associated with alcohol marketing.
In a formal statement, the government declared, “The government has banned the promotion, advertising, sponsorship, and marketing targeting children and persons under the age of 21 years-oriented events, learning institutions, including institutions of higher learning, including events such as sports, entertainment events, and art and music competitions.”
Further measures include a ban on alcohol advertising via audio-visual platforms between 5 am and 10 pm, even for broadcasts originating outside Kenya. The statement emphasized, “There shall be regulations on outdoor advertising of alcoholic drinks in relation to presentation and content.”
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The regulations also prohibit the promotion of alcohol through free samples or discounted sales and restrict outdoor advertising on government-owned properties, land, facilities, hospitals, residential areas, and buildings. Additionally, outdoor advertising within a 300-metre radius of educational institutions, including institutions of higher learning, has been prohibited.
The government reiterated that advertising, promotion, and marketing of alcoholic drinks within all learning institutions are strictly banned. Moreover, promotional materials that associate alcohol with persons under the age of 21 are not permitted.
“Any advertisement of alcoholic products shall be expected to give factual information, not emphasise the strength or merit of alcohol, not negatively cast abstinence from alcohol consumption, and shall not depict alcohol consumption as a lifestyle,” the statement outlined.
Online advertising and promotion of alcoholic products, including broadcasts originating outside Kenya, are also banned under these new regulations. Advertisements are prohibited from emphasizing alcohol content as a positive attribute, and there will be no production or broadcasting of music, films, stage plays, or any audio-visual programs that depict or glorify alcohol, drugs, or substances.
The government also announced a ban on all alcohol product prize-oriented competitions and promotions that encourage increased alcohol consumption as a means of winning.
