Award-winning Kenyan musician Bien-Aimé Baraza has lashed out at the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), accusing the agency of pushing a “fake morality” agenda through its latest proposal to restrict alcohol advertising and sales.
In a fiery social media post, the former Sauti Sol frontman did not hold back.
“What is this, fake morality? Pretending to care about the very youth they are killing?” he wrote. “Are we the first country to have these vices? Then we wonder why unemployment is rampant.”
Bien’s remarks follow NACADA’s controversial proposal to ban alcohol ads, tighten online alcohol sales, and raise the legal drinking age from 18 to 21. The plan has triggered backlash across Kenya’s creative and entertainment sectors, which already feel under siege after recent moves to ban betting advertisements.
Many creatives argue these bans are poorly thought out, especially in a country grappling with soaring youth unemployment and limited opportunities in the arts and media industries. For them, such restrictions cut off vital revenue streams without offering real solutions.
NACADA Responds
But NACADA has stood by its position. In a statement addressing Bien’s concerns, the authority said the proposals aim to protect public health, not punish creatives.
“This is not a war against the creative industry,” NACADA stated. “It’s a call for us all artists, marketers, and policy makers to co-create a culture where talent thrives, and youth don’t have to choose between economic survival and public harm.”
NACADA argues that raising the drinking age aligns with international trends and will help reduce alcohol-related harm, especially among young people. The agency said early alcohol exposure contributes to long-term health and social issues, making prevention key.
Artists Push Back
Still, many in the entertainment space aren’t convinced. They say the government is prioritising moral posturing over policy that actually supports youth livelihoods.
“This kind of regulation looks progressive on paper but is out of touch with the day-to-day reality of Kenyan artists,” said a digital marketing manager who asked to remain anonymous. “We are dealing with shrinking budgets, fewer platforms, and now more red tape.”
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