Social media platforms target teens with alcohol ads

Alcohol ads flood young people’s social media

by ?????? ???????? // Nairobi, Kenya | ?????????????????????? ????????????????????

Young Kenyans are being exposed to an alcohol advertisement on social media every 2 minutes and 43 seconds on average, according to research from Jomo Kenyatta University of Agriculture and Technology.

For 17-year-old Diana, this constant bombardment of alcohol ads has become part of her daily online experience. As she scrolls through Facebook on a Tuesday morning, an eye-catching sponsored post from Kenya Breweries Limited catches her attention. The ad showcases a variety of branded alcohol drinks, each with a different price point, promoting everything from premium whisky to affordable local beers.

“It feels like they’re everywhere,” Diana says, her voice a mix of curiosity and frustration. She isn’t wrong. Across Kenya, the youth are inundated with alcohol advertisements that seamlessly blend into their online lives. The Alcoholic Drinks Control Act, 2010, prohibits such promotions from targeting minors, yet these ads persist.

The study by JKUAT paints a sobering picture of how pervasive alcohol marketing has become in the lives of young Kenyans. With platforms like Instagram, Facebook, and YouTube dominating youth culture, the ads are no longer confined to billboards or television. They’re in the palms of every teenager with a smartphone.

In Kangundo North Ward, 86% of young adults aged 18–24 report seeing alcohol advertisements regularly. For most, their first exposure occurs during their teenage years.

“These ads aren’t just about selling a product; they’re selling a lifestyle,” says Brian, a 19-year-old recovering alcoholic. “The way they’re presented makes you feel like you’re missing out if you’re not drinking.”

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Kenya’s Constitution, under Article 53(1)(d), promises every child protection from harmful practices. The Alcoholic Drinks Control Act reinforces this by banning alcohol advertisements that target minors. But the reality on the ground tells a different story.

The Kangundo study reveals that over 54% of alcohol outlets in the area are located within one kilometer of residential homes, many dangerously close to schools. Coupled with the digital onslaught of ads, this creates an environment where alcohol is normalized from a young age.

For Diana, this normalization feels suffocating. “I see ads every day,” she says. “It’s like they’re daring us to try.”

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The relentless exposure to alcohol marketing has real consequences. At a house party last month, Diana took her first drink—a shot of gin she recognized from a meta ad. “It made me feel like I belonged,” she admits.

For others, the stakes are higher. Brian started drinking at 16, lured by the promise of sophistication in a whisky ad. “I thought it would make me cool,” he says. But his drinking quickly spiraled into addiction, driving a wedge between him and his family.

His mother, Esther, recalls the heartbreak of finding empty bottles in his room. “I felt like I’d failed him,” she says, tears in her eyes.

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National statistics mirror the crisis in Kangundo North. NACADA reports a 50% increase in alcohol consumption among teens aged 15–24 over the past decade. Spirits dominate, with 53% of young drinkers preferring them to beer or wine, aligning closely with what’s most advertised.

For families like Brian’s, the cost of underage drinking goes beyond the financial. It’s a loss of trust, a strain on relationships, and in the worst cases, a loss of life.

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While the Alcoholic Drinks Control Act bans alcohol advertising on platforms frequented by minors, enforcement is weak. Digital platforms rely on self-reported ages, a system easily manipulated by teens.

“Everyone lies about their age online,” Diana says matter-of-factly. “It’s the only way to access the content we want.”

This lack of oversight allows alcohol brands to operate unchecked, targeting teens with ads disguised as lifestyle content.

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In Kangundo North, alcohol is deeply embedded in daily life. From weddings to funerals, and even casual gatherings, drinking is a norm. The Kangundo study reveals that 35% of young people drink during community occasions, often with the blessing—or encouragement—of older adults.

“Alcohol is everywhere,” says Peter, a 25-year-old farmer. “It’s as normal as tea in our culture.”

For many, this cultural acceptance starts at home. The study shows that 64.8% of respondents have family members who drink regularly, creating an environment where alcohol feels like a rite of passage.

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For Diana, the ads are a distraction, pulling her focus away from her studies and dreams of becoming a journalist. For Brian, the consequences are far more dire. Now in recovery, he reflects on the path that brought him here. “I wish I’d known better,” he says.

And for Jamal, a 15-year-old boy from Langata, the story ends in tragedy. Introduced to cheap, unregulated brews by older boys, he dies of alcohol poisoning. His mother, Amina, sits in her small kitchen, clutching a photo of her son. “He was just a boy,” she whispers. “Why didn’t anyone protect him?”

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?????? ???????? ~ Independent Journalist based in Nairobi. His coverage focuses primarily on climate change and human rights and he has previously worked as a contributing reporter for Kenya News Agency and a fact checker for Code for Africa.

The content and image used in this feature story are copyrighted and cannot be reproduced, shared, or used without the explicit permission of the author, Ken Muli.