Kenya’s influencers and entertainers are on edge. Hot on the heels of NACADA’s proposal to bar celebrities and social media personalities from endorsing alcohol, many are wondering: is this just the beginning?
For an industry built on endorsements — from concerts backed by beer brands to Instagram posts powered by vodka sponsorships — the thought of losing alcohol revenue is already unsettling.
But if global trends are anything to go by, this could be just one chapter in a bigger story: the steady shrinking of what creators are allowed to promote.
A Pattern of Bans
Influencers are not being singled out by chance. Regulators around the world are increasingly focusing on the intersection of youth, pop culture, and harmful products. When celebrities or content creators tie their names to industries like alcohol, gambling, or vaping, the argument goes, they normalize risky behaviors among young followers.
In Kenya, this is déjà vu
After Booze, What Will Influencers Be Banned From Next?
Kenya’s influencers are bracing for change. The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) recently unveiled a proposal to ban celebrities and social media personalities from endorsing alcohol.
If enforced, it would reshape how artists, comedians, and digital creators make money — cutting off one of their most lucrative endorsement streams.
For many entertainers, this feels like déjà vu. In 2019, the Betting Control and Licensing Board slapped a similar ban on celebrity endorsements of gambling, forcing a wave of influencers to abandon flashy betting contracts. Now, alcohol could follow.
And if global trends are any indication, alcohol may not be the last domino to fall.
This raises a bigger question: what could influencers be banned from promoting next?
A Familiar Story: Betting Bans
Before diving into what might be next, it’s worth recalling how quickly things changed with betting endorsements.
Between 2016 and 2019, betting companies became the biggest sponsors in Kenyan entertainment.
Musicians featured betting brands in their videos, comedians wore branded T-shirts in skits, and radio shows were awash with jingles from SportPesa, Betin, and other firms. For a while, it felt like every influencer had a betting deal.
But in 2019, the Betting Control and Licensing Board announced that celebrities could no longer endorse gambling.
The decision, they argued, was meant to curb rising cases of addiction among young people. Practically overnight, influencers lost one of their steadiest income streams.
The ban didn’t just hurt creators; it also disrupted concerts, football clubs, and entertainment events that relied on betting money.
Alcohol brands stepped in to fill part of the gap, sponsoring festivals, comedy shows, and digital content. Now, with NACADA’s proposal, even that fallback could vanish.
Why Alcohol Is Under the Spotlight
NACADA argues that alcohol endorsements fuel underage drinking and normalize excessive consumption.
The agency has pointed to billboard campaigns featuring celebrities as especially dangerous, since they make alcohol seem aspirational.
For influencers, this hits especially hard. Alcohol brands are among the few with consistent marketing budgets in Kenya.
From flashy beer activations to spirits-backed music tours, they have kept parts of the entertainment scene afloat. Without alcohol, creators will have to look elsewhere.
Globally, though, this is part of a broader pattern. Regulators are tightening the screws on what influencers can sell — and the list of banned categories keeps growing.
Vaping and E-Cigarettes
If alcohol is in the firing line now, vaping might be next.
Across the US, UK, and Australia, authorities have banned influencers from promoting e-cigarettes and vaping products.
Instagram and TikTok now remove sponsored posts featuring vape pens, especially when they target young audiences.
This trend has already sparked heated debates. Vaping companies argue that their products are meant to help adult smokers quit cigarettes.
Regulators counter that influencers — particularly those with youthful fanbases — make vaping seem like a trendy lifestyle choice rather than a health alternative.
For Kenya, where vaping remains a gray area, regulators could easily import this logic. If NACADA is already nervous about alcohol glamorization, vaping is the next obvious battleground.
Crypto, Forex, and High-Risk Investments
The 2021–2022 crypto boom brought in a flood of influencer-driven promotions. From Hollywood to Nairobi, creators were hawking coins, forex platforms, and trading apps. But when the markets crashed, regulators took notice.
The UK now requires detailed risk disclaimers for influencer promotions of crypto. In the US, celebrities like Kim Kardashian and Floyd Mayweather have been fined for failing to disclose their sponsorships.
Kenya, too, has witnessed a surge in crypto and forex influencers, with many TikTokers and YouTubers promising “get rich quick” opportunities.
A crackdown seems inevitable. If alcohol deals dry up, creators might be tempted to pivot to this sector — only to find regulators waiting there too.
Junk Food and Sugary Drinks
Across Europe and Australia, junk food and sugary drinks are under fire. Governments are considering bans on influencers and celebrities advertising unhealthy foods to children, citing rising obesity and lifestyle diseases.
The parallels to Kenya are striking. With increasing concerns over diabetes and hypertension, regulators here may eventually follow suit. Energy drink endorsements, fast-food collabs, and soda sponsorships could all be at risk.
For entertainers, this is worrying. Many Kenyan influencers rely on food brands for sponsored content, especially on TikTok and Instagram. If these deals get restricted, another chunk of the influencer economy could vanish.
Weight-Loss Products and Supplements
If one industry has repeatedly clashed with regulators, it’s weight-loss supplements. From “detox teas” to slimming pills, influencers across the globe have faced backlash for promoting unverified or misleading products.
In the UK, Instagram introduced mandatory disclaimers for weight-loss product promotions. In the US, the Federal Trade Commission has pursued cases against influencers who failed to disclose sponsorships.
Kenya has already seen mini-scandals with “flat tummy teas” promoted by influencers. A ban could come sooner rather than later, especially given NACADA’s emphasis on public health.
AI Deepfake Ads: The Next Frontier
A new kind of influencer ban could be looming: restrictions on AI-generated content.
Already, some companies are experimenting with deepfake versions of influencers — creating digital doubles to promote products without the person’s involvement. This raises thorny ethical issues. What happens if an AI-generated celebrity is shown drinking alcohol or endorsing gambling without consent?
Regulators in the EU are drafting frameworks to tackle synthetic media endorsements. If the trend spreads, Kenya may have to decide how to protect influencers’ likenesses in a world where technology can fake an endorsement.
Why Influencers Get Hit First
A billboard might be seen, but an influencer is believed. Celebrities and digital creators enjoy parasocial relationships with their audiences — fans trust them like friends. Regulators worry that this trust amplifies the risks when influencers promote harmful products.
The Cultural Cost of Bans
While public health arguments are strong, bans come with cultural side effects.
In Kenya, betting and alcohol sponsorships have bankrolled entire sections of the entertainment industry. Football clubs, music tours, and comedy shows have all leaned on these partnerships. Stripping them away risks shrinking budgets for concerts, reducing opportunities for performers, and weakening the entertainment scene.
Globally, the same pattern holds. Energy drinks fund esports tournaments. Fast-food brands sponsor influencer trips. Without these deals, creators must scramble to find “safe” industries — fintech, fashion, or tech startups — which may not have the same mass-market appeal.
What Could Be Next?
Looking ahead, the influencer economy is entering a new regulatory era.
First came gambling bans.
Now alcohol is under attack.
Next may be vaping, crypto, junk food, and supplements.
On the horizon? AI deepfake endorsements.
Each step raises the same tension: balancing public health with artistic freedom and financial sustainability.
For Kenya’s influencers, the challenge will be adaptation. The most successful creators will likely pivot to industries that are both safe and sustainable. For others, the loss of lucrative alcohol or betting contracts could mean fewer gigs, lower earnings, and an uphill climb to stay relevant.