Presidential Special Projects and Creative Economy head Denis Itumbi has asked the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), to reconsider its approach to regulating online alcohol promotions as it threatens the survival of Kenya’s fast-growing digital creator economy.
Itumbi said that while regulation is necessary, NACADA’s newly passed rules appear to lack nuance and risk stifling creativity, jobs, and entrepreneurship in one of Kenya’s most dynamic sectors.
“Content creators aren’t just influencers—they are entrepreneurs, digital advertisers, and job creators,” he said. “They represent a new wave of business models that drive engagement, shape consumer behavior, and sustain livelihoods.”The new NACADA regulations target the promotion of alcohol products on digital platforms, a move the agency says aligns with international health standards. However, Itumbi argued that Kenya’s digital landscape demands a more contextual and collaborative approach.
“While NACADA’s position most likely follows global best practices, Kenya has its own digital economy realities. The creator economy is still maturing, and blanket restrictions risk killing innovation, employment, and youth imagination,” he said.Citing previous clampdowns on betting advertisements, Itumbi questioned the sustainability of what he called a “pattern of abrupt regulation.”
“Yesterday it was betting, today it’s alcohol. Tomorrow, what next? The uncertainty this creates fuels resentment,” he said, urging for balanced, inclusive policy-making.He called on NACADA to avoid unilateral action and instead co-create clear, smart guidelines with content creators, digital platforms, and marketing experts.
“For the record, regulation is necessary. But it must be smart, inclusive, and forward-thinking. Let us not shut down the trade—let us instead shape it responsibly,” he added.
