Youth at Risk: How Alcohol Marketing and Celebrity Endorsements Target Kenya's Youth

By Melisa Mong'ina

Kenya continues to confront the far-reaching impacts of a surge in alcohol consumption among its vibrant youth. This relentless addiction poses risks to the health and future opportunities of a generation with untapped potential.

Not only has it undermined their physical well-being, but also their productivity. The scourge has cast a long, ominous shadow on these youth's future. As each day passes, the nation's future is uncertain due to the evident toll of alcohol capturing this precious resource.

This addiction has been fueled by aggressive marketing strategies involving celebrities and influencers' endorsement of alcohol brands on social media platforms such as TikTok, Instagram, and YouTube.

Youths are enticed to the adverts that extol the virtues of alcohol, with the hope of meeting the 'goodness' that is promised. While it is a smiling-to-the-bank opportunity for the advertisers, it is the consumers who fall victim to the impacts of alcoholism.

According to the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) 2022 survey, approximately 5.2% of youths aged 15–24 and 14% of those aged 25–35 are current alcohol users. The survey also showed that alcohol is the most abused substance in Kenya, affecting approximately 3.2 million individuals. The highest consumption is among those aged 25 to 35, followed by the 15 to 24 age group.

Alcohol consumption among young people may lead to health issues such as liver damage, heart problems, addiction, depression, anxiety disorders, accidents, and risky sexual behaviors which may cause STIs and unwanted pregnancies.

They are also at risk of getting long-term diseases such as cancer, diabetes, and cardiovascular diseases later in life. Such conditions can also lead to premature deaths.

Erick Omondi, Programs Assistant at Students Campaign Against Drugs (SCAD) Kenya

Erick Omondi, Programs Assistant at Students Campaign Against Drugs (SCAD) Kenya, joined the organization in 2019 as a volunteer to promote sobriety and advocate against alcohol abuse among his peers. His motivation stems from witnessing how alcohol consumption affected the community he was raised in and how his close friend's life, dreams, and studies were shattered by alcohol.

"I joined SCAD as a volunteer in 2019 to make a difference in the lives of my peers and beyond. My motivation for advocating against alcohol use is driven by first-hand experience, having been raised in a community heavily affected by alcohol. I have seen how alcohol use shattered the dreams of a close friend from campus, leading to him dropping out of studies," he explained.

He outlined the efforts currently used by SCAD to combat the influence of alcohol marketing strategies that target young people, including their current collaboration with the International Institute for Legislative Affairs (IILA) to RESET alcohol project.

This initiative aims to enable the government to implement effective policies such as banning digital advertising and celebrity endorsements.

"SCAD promotes policy advocacy to reduce alcohol demand and supply. Currently, we are collaborating with IILA in implementing the RESET alcohol project which provides technical support for the government to adopt best practices that seek to increase alcohol taxes, regulate the availability of alcohol, and restrict alcohol marketing to protect the youths from exposure," Omondi stated.

"We also have evidence-based programs that aim to reduce the risk of drug use initiation and the influence of such marketing strategies targeting young people. One of our key programs is life skills training which equips youths with decision-making, coping, social skills, and awareness of drug impact, enabling them to resist targeted endorsements," he added.

He emphasized what doctors have always preached, noting that alcohol consumption among young people increases long-term health issues.

"Most youths are majorly affected by the short-term effects of alcohol while increasing their risk for long-term consequences such as acquiring non-communicable diseases later in life," he explained.

Adding "Heavy drinking among youths often results in injuries due to violence, accidents, and alcohol poisoning. Many turn to alcohol to cope with stress, leading to anxiety, depression, and ultimately dependencyNot forgetting the toll alcoholism has brought to the workplace, Omondi noted, "Heavy drinkers often struggle with focus and decision making, causing absenteeism, failure to meet work expectations, and hindering career advancement, especially in demanding roles. This has reduced their productivity at work."

He blames the alcohol industry for the upsurge of alcohol consumption among youths, claiming that "the erected billboards near learning institutions and major music concerts that are sponsored by alcohol producers are some of the youth-targeted marketing strategies he has encountered.

"Alcohol industries initiate sales of non-alcoholic malt drinks to youths and minors, which resemble the alcoholics, in terms of packaging and brand naming. Also, well-known brands conduct school-based programs in basic learning institutions and universities, indirectly marketing its brand and heightening the curiosity in these young people," explained Omondi.

Omondi supported banning celebrity endorsements and online alcohol sales, stating that it would be effective in reducing alcohol use among youths since social media usage is mostly dominated by young people, making them a great target for alcohol consumption.

"Studies have shown that drug use initiation by youths below the age of 24 significantly increases their risk of addiction; therefore, the industry perceives them as a potential long-term client, and banning celebrity endorsements would be essential. Equally, online sales of alcohol have also increased the accessibility of alcohol to youths and minors. Banning online marketing will help curb alcohol abuse," stated Omondi.

NACADA's efforts to combat alcohol marketing and celebrities/influencers endorsements

According to Simon Mwangi, Deputy Director of Corporate Communications at NACADA, most young people in Kenya are always available on social media platforms such as TikTok, Instagram, and YouTube where alcohol brands often advertise their alcoholic products, making them an easy target.

Simon Mwangi, Deputy Director of Corporate Communications at NACADA

"Online marketing targeting youth significantly influences alcohol consumption rates by exploiting their online behaviors and preferences. Youths in Kenya are highly active on social media platforms such as TikTok, Instagram, and YouTube, which alcohol brands increasingly use to promote their products," explained Mwangi.

Mwangi highlighted that influencer and celebrity endorsements of alcohol normalize the drinking habits of these young people. On the other hand, alcohol advertisements showcase drinking as a good and trendy thing, luring young people into drinking.

"Alcohol advertisements often portray drinking as glamorous, trendy, or essential for socializing, which appeals to younger audiences," he stated.

Adding "The use of influencers and celebrities further normalizes drinking behavior, making it seem aspirational. Studies have shown that exposure to such marketing increases the likelihood of early initiation into alcohol use and regular consumption, which are concerning trends for public health and safety."

He underscored various measures they use to regulate alcohol marketing targeting youths. One of the measures is the enforcement of the Alcoholic Drinks Control Act, 2010 also known as Mututho Law, and monitoring online platforms to identify and flag advertisements that do not follow the regulations.

"NACADA has taken various measures to regulate alcohol marketing targeting youth. We have the enforcement of the Alcoholic Drinks Control Act, 2010 (Mututho Law) which includes provisions that prohibit the promotion of alcoholic drinks in a manner that targets minors. Also, we actively monitor online platforms to identify and flag advertisements that violate the law," he said.

The organization usually conducts awareness campaigns to educate young people about the harmful effects of alcohol abuse and how to identify and reject targeted advertisements effectively.

They often engage with stakeholders to ensure marketing practices comply with their ethical guidelines.

"We also have youth education whereby we conduct awareness campaigns to educate young people about the dangers of alcohol abuse and how to critically analyze and reject targeted advertisements.

NACADA also engages with stakeholders to align marketing practices with ethical guidelines," he shared.

Mwangi firmly believes that banning celebrity and influencer endorsements will help curb alcohol consumption among young people because most youths tend to admire the lifestyles advertised on their social media platforms.

"Research indicates that endorsements create an aspirational link between the product and the lifestyles of admired public figures. Without these endorsements, the emotional and social appeal of alcohol advertisements would diminish, reducing their impact on impressionable youth," he said.

For such bans to be effective, he insisted that broader measures must be properly and fairly carried out.

"However, such bans must be complemented by broader measures, including public education, robust enforcement of advertising restrictions, and stricter penalties for violators," added Mwangi.

Steps being taken at the policy level to address these issues

Amending existing laws to prohibit influencers, celebrities, and social media platforms from promoting alcoholic products targeting youths is among the actions to be taken at the policy level. He stated that there will be mandatory disclaimers about the risks of alcohol abuse done in all alcohol advertisements, particularly for digital media.

"We are putting stronger regulations by amending existing laws to explicitly prohibit the use of influencers, celebrities, and social media platforms that promote alcohol targeting youth. We will also have mandatory disclaimers that will require all alcohol advertisements to include prominent disclaimers about the risks of alcohol abuse, tailored for digital media," he said.

He further noted their plan to collaborate with social media companies to remove sensitive advertisements targeting minor audiences and to also establish a specialized body to control online alcohol marketing targeting youths.

"We will work with social media companies to flag and remove inappropriate alcohol advertisements targeting underage audiences and empower a specialized body to oversee and regulate online alcohol marketing," Mwangi shared.

NACADA will introduce digital literacy into the school curriculum to equip young people with the skills to resist online content. They will also introduce steep fines and penalties for companies or influencers who violate the law.

Mwangi believes that with the help of stakeholders and communities, they will be able to reduce youth exposure to alcohol, creating a safer digital space for them.

"We are going to incorporate digital literacy into school curricula to help young people critically evaluate online content, including advertisements," stated Mwangi. "The organization will also impose steep fines and other penalties for companies, influencers, or advertisers violating these regulations. Such policies, coupled with community and stakeholder involvement, can create a safer digital environment and reduce youth exposure to alcohol marketing."