Popular Sauti Sol band member Bien-Aimé Baraza has come out strongly against a proposal by NACADA (National Authority for the Campaign Against Alcohol and Drug Abuse) to ban celebrities from appearing in alcohol advertisements.
Bien did not mince words as he criticized the move, calling it hypocritical and damaging to Kenya’s youth and creative industry.
The proposal, which also includes raising the legal drinking age to 21 and banning online alcohol sales, has sparked national debate.
Many see it as a moralistic overreach that unfairly targets the creative economy — a sentiment Bien echoed in a fiery Instagram story.
“NACADA now proposes banning alcohol advertising, online sales and want to change legal drinking age to 21. The government recently banned advertising of betting,” Bien wrote.
“These banns affect creative and advertising industries heavily. What is this fake morality? Pretending to care about the very youth they’re killing.”
The outspoken artist questioned the rationale behind the bans, arguing that they do little to address the root causes of societal problems such as unemployment and substance abuse.
According to Bien, this kind of legislation only serves to shrink the few spaces where young Kenyans can find income and visibility.
He added: “Are we the 1st country to have these vices? Then we wonder why unemployment is so rampant!”
His sentiments are shared by many in the entertainment and advertising sectors, who feel they are constantly being scapegoated in the name of “public morality.”
For decades, musicians, actors, influencers and creatives have relied on brand partnerships — especially with major alcohol and betting companies — to sustain their careers and livelihoods in an otherwise tough economy.
The backlash comes at a time when the government has increasingly clamped down on sectors it deems harmful to youth. Earlier this year, betting ads were removed from mainstream media and digital platforms, causing massive income losses for influencers and sports personalities alike.
Critics argue that while the intent to protect the youth is valid, the implementation of blanket bans without alternatives or social safety nets is shortsighted.
Some Kenyans online also chimed in, supporting Bien’s call for a more balanced, youth-supportive approach. Others, however, defended NACADA’s actions, arguing that celebrity endorsements glamorize harmful behavior among young, impressionable fans.
by Esther njoroge
