The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has expressed concern over the increasing influence of social media influencers and content creators promoting substance abuse.

According to Simon Mwangi, NACADA’s Corporate Communications Officer, this trend is alarming as it normalizes drug use among Kenya’s youth.

Mwangi highlighted that influencers, particularly on platforms like Instagram, TikTok, and YouTube, have been portraying alcohol, marijuana, and other substances in a glamorous light.

This has contributed to a growing problem of substance abuse among impressionable audiences, particularly young Kenyans.

“The power of social media cannot be underestimated. Many young people look up to influencers as role models, and when these personalities casually promote or glamorize drug use, it sends the wrong message,” Mwangi stated.

He further emphasized that NACADA’s role is to protect young Kenyans from the dangers of substance abuse, and such content significantly hampers these efforts.

NACADA’s statement comes in light of rising substance abuse statistics in the country, with digital platforms playing a pivotal role in shaping youth behavior.

Mwangi added that several parents, educators, and stakeholders have voiced their concerns regarding the content their children are exposed to online, urging the authority to take immediate action.

While NACADA is exploring ways to regulate harmful content, the fast-paced and decentralized nature of social media presents unique challenges.

“Unlike traditional media, where content is vetted before publication, social media posts can go viral in minutes. By the time harmful material is flagged or reported, it may have already reached millions,” Mwangi explained.

In addition to this, Mwangi reiterated that influencers promoting substance abuse could face severe legal ramifications. Under the Alcoholic Drinks Control Act (ADCA) 2010, also known as the Mututho Law, influencers found promoting alcohol to minors or encouraging excessive consumption may face fines of up to Ksh 500,000 or imprisonment for up to three years.

Moreover, under the Narcotic Drugs and Psychotropic Substances Control Act 1994, the promotion of illegal drugs like marijuana could lead to a minimum sentence of 10 years in prison.

Mwangi urged influencers to take responsibility for their content, reminding them of the impact they have on their followers.

NACADA has also recommended that influencers actively participate in anti-drug campaigns and promote healthy lifestyles to counter the harmful effects of substance-related content online.

With the rise of social media, NACADA’s mission to curb substance abuse has become more complex, but the authority remains committed to safeguarding Kenya’s youth from the perils of drug abuse.