Identification at point of purchase a key pillar of the We ID Campaign

Nairobi August 20, 2007….In an effort to proactively address concerns around access and sale of alcohol to underage people, the National Alcohol Beverages Association of Kenya (NABAK) has launched a Ksh15 million campaign to prevent underage drinking.

Speaking during the launch in Nairobi today, NABAK’s Vice Chairman, Ken Kariuki, said the campaign dubbed ‘’We ID Campaign’’, being rolled out in partnership with retail outlets, is a proactive industry initiative driven by the need to prevent access and sale of alcohol to people below the legal drinking age (18 years).

Kariuki explained that the We ID Campaign is underpinned by NABAK’s position against sale and access of alcohol by underage people. ‘’Our members are responsible corporate citizens, who do not support sale of alcoholic beverages to people below the legal drinking age’’, said he.

The Vice Chairman added the We ID campaign will include; rolling out of entrance signage (at pubs, restaurants, and hotels), point of purchase posters (at retail outlets and stores that sell alcohol), and badges for bar tenders. The key message in the communication material will be; ‘‘we don’t sell alcohol to persons under 18 years’’.

Staff in retail outlets (including bar tenders and managers) will also be trained to give them tips on how to implement the identification policy. Kariuki said one of the key requirements is proof of identification for customers suspected to be below 18 years, which will help weed out underage people trying to access alcohol.

The Vice Chairman observed, ‘’we are opposed to this practice and support strict enforcement of the law which bars the sale of alcoholic beverages to people below 18 years’’. 

Kariuki disclosed that NABAK has also put other measures in place to protect the young people, especially from the impact of alcohol advertising. According to the NABAK Advertising Rules which are enshrined in the Code of Conduct, alcohol beverage advertising is not directed at persons under the legal drinking age (18 years). According to the Advertising Rules, people below 25 years are not associated with the act of drinking in any ads. Kariuki said, ‘’we have stringent enforcement mechanisms in place to ensure members comply without exception’’.

The Vice Chairman added that members are also not permitted to run ads around the time children’s programmes are aired on television or radio. According to the rules, members are barred from placing ads in any medium aimed specifically at children.

Kariuki said all these measures are aimed at protecting underage people from exposure to alcohol. Ads also include the message: “Not for sale to persons under the age of 18”, to protect people below 18 years from the impact of alcohol advertising. 

He added that NABAK is committed to joint efforts to tackle issues around underage drinking. However, Kariuki called for self-regulation, supported by robust enforcement mechanisms, rather than government regulation, as the best way forward. International studies and examples have shown that self regulation is far more effective than government intervention as it is self prescribed and hence easier to enforce.

NABAK was formed out of the shared conviction of creating a unified voice in engaging with government and other stakeholders. NABAK promotes responsible consumption in Kenya to reduce alcohol-related harm by sharing information to strengthen consumer decision-making skills.

The founder members of NABAK are; Kenya Wine Agencies Ltd ( KWAL), EABL, Wines of the World, and London Distillers.