The guidelines, which are line with global best practice, are expected to promote self-regulation in the way alcoholic brands are marketed in order to promote responsible consumption of alcohol in Kenya. The guidelines, which take effect immediately, have been speared by the Ministries of Trade & Industry and Information & Communications, in close collaboration with NABAK. The guidelines are expected to be published early next week. 

The NABAK Chairman, Gerald Masila, welcomed the guidelines in a statement issued today, as a major breakthrough which will ensure all players in the alcoholic beverages industry adhere to the same rules. ‘’This will ensure the play field is level as we will all have to abide by the rules without exception’’, added Masila. He observed that the guidelines are in line with NABAK’s Advertising Rules which are enshrined in the Code of Conduct. They are supported by robust enforcement mechanisms to ensure members comply without exception. The founder members of NABAK are; Kenya Wine Agencies Ltd, EABL, Wines of the World, and London Distillers.

According to the Guidelines on Alcohol Industry Advertising, all alcohol advertising on television will be after 8.30 pm, while radio advertising will run after 1.00 pm. The guidelines also prohibit the use of cartoons or fairly tale characters in advertisements or sponsorship of children only events.  These measures are expected to reduce to exposure of children to alcohol advertising.

In order to protect underage people (those below 18 years), all players in the industry are required to ensure that the content of advertising and marketing materials are not designed in away that appeals to them. 

In order to promote responsible alcohol consumption, advertising will not place undue emphasis on high alcohol content as a principal basis of appeal to the customer. Alcohol beverage companies will be expected to give factual information about the strength of a drink, which may help consumers make informed decisions.

The guidelines also stipulate that no communication will imply that alcohol consumption is acceptable before or whilst operating machinery, driving a vehicle or undertaking any occupation that requires concentration in order to carry it out safely.

It is expected that once all alcohol beverage companies adhere to the advertising guidelines, self-regulation regulation and responsible alcohol consumption will be enhanced.

Click here to download the Guidelines on Alcohol Industry Advertising