Beer lovers are set to have a new headache following the impending decision to grant Interior CS Fred Matiangi new powers.
Alcohol lovers and advertisers are in for a rough time as Matiangi is set to get the mandate to regulate the airing time of alcoholic advertisements on mainstream media.
The new role for the tough, no-nonsense CS will be enabled by the success of a bill proposed by South Mugirango MP Sylvanus Osoro.
“The Cabinet Secretary shall prescribe the hours within which electronic advertisement of alcoholic drinks shall be done, ” read a part of the proposed act.
This new suggestion will have a huge impact on both consumer and advertisers at large.
In the current law, Matiangi only holds the power to give the time when bars are opened to enable the sale of alcohol.
The passing of the new law is insinuated that it will affect the products from various companies that rely on advertisements as a market strategy.
In 2018, alcohol manufacturers had tried the plan of refraining the use of 21 and lower adverts from their marketing campaigns with the aim to tackle the issue.
The Alcohol Beverages Association of Kenya hoped that the new approach taken would lower the cases as a more permanent solution was sought.
“Our marketing communications should target only adults and never target those younger than 18 years. It should never be designed to primarily appear to individuals younger than 18 years and we should avoid the use of themes, icons, music, games, or characters that appeal primarily to those younger than 18 years,” read a part of the new code.
The likes of East Africa Breweries Limited, Heineken, Kenya and Kenya Wine Agencies stopped the support for corporate and social responsibility projects targeting people under the age of 18.