Award-winning artist and former Sauti Sol frontman Bien-Aime Baraza has voiced sharp criticism against the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) over its recent proposals to ban alcohol advertising, restrict online sales, and increase the legal drinking age from 18 to 21.

The controversial proposal comes shortly after the Kenyan government moved to ban betting advertisements, a move that stirred wide discontent in the country’s vibrant creative sector.

Reacting to NACADA’s proposal, Bien took to social media to express his disapproval, calling out what he termed as performative morality by state agencies.

“What is this, fake morality? Pretending to care about the very youth they are killing?” he wrote. “Are we the first country to have these vices? Then we wonder why unemployment is rampant.”

Bien’s remarks reflect the growing concerns among creatives and young professionals in the sector, who argue that such moves hurt more than they help, especially in a country where youth unemployment rates continue to skyrocket.

NACADA, on its part, defends the proposals as part of a broader effort to reduce alcohol consumption and its associated harms, especially among minors. According to the agency, increasing the legal drinking age aligns with global standards and aims to protect young people from early exposure to alcohol related risks.

“This is not a war against the creative industry. It’s a call for us all, artists, marketers, and policy makers, to co-create a culture where talent thrives, and youth don’t have to choose between economic survival and public harm,” NACADA stated in a statement, addressing Bien’s concerns.