Dennis Itumbi, the Head of Presidential Special Projects and the Creative Economy, has called on the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) to adopt a more balanced and consultative approach in regulating content related to alcohol promotion within Kenya’s digital space.
Speaking in defense of the country’s fast-growing creator economy, Itumbi emphasized that content creators are more than just online influencers—they are entrepreneurs, digital advertisers, and vital contributors to job creation.“In the modern economy, they represent a new wave of business models that drive engagement, shape consumer behavior, and sustain livelihoods,” said Itumbi.
He acknowledged that NACADA’s move likely aligns with international research and best practices in public health, but cautioned that Kenya’s unique digital economy landscape must be taken into account.
According to Itumbi, the industry is still evolving, and imposing blanket restrictions on content could stifle innovation, discourage youth creativity, and shrink employment opportunities.“For the record, regulation is necessary. But regulation must be smart, inclusive, and forward-thinking,” he said.
Rather than imposing outright bans on promotional content, Itumbi proposed that NACADA co-create clear and practical guidelines through consultations with digital content creators, marketing professionals, and social media platforms.“Yesterday it was betting, today it’s alcohol—tomorrow, what next?” he questioned, expressing concern over what he termed a pattern of abrupt regulations that risk breeding uncertainty and resentment within one of the country’s most dynamic sectors.
Calling for a middle ground, Itumbi stressed the importance of safeguarding public health without crippling the digital economy.“Let us not shut down the trade, let us instead shape it responsibly,” he concluded.
His remarks come amid ongoing debate over the role of influencers in promoting alcohol brands, following NACADA’s recent efforts to tighten regulations around online advertising in the interest of public health.