Liquor business operators have raised concern that NACADA’s proposed alcohol policy could destroy livelihoods and trigger massive youth unemployment if enforced without consultation.

The Medium and Small Liquor Traders Association (MELTA) says while they support responsible alcohol regulation, the current proposals lack clarity and risk pushing legitimate businesses out of the market.

Alex Matindi, Secretary General of MELTA, said the association is not opposed to regulation, but called for more dialogue to ensure the rules do not cripple enterprises.

“We are not against the policy. What we want is to be involved in policy making because we’re the ones directly affected. Every one of our members is running a bar, restaurant or hotel, and they need to be protected,” he said in an interview with Radio Generation on Friday

He said the proposals, if implemented fully as understood from public debate, could force major outlets to shut down.

Matindi pointed out that the sector employs a large number of young people aged between 18 and 21, who could be shut out of employment under the proposed age restrictions.

The draft policy, spearheaded by the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), seeks to raise the legal drinking age from 18 to 21 and ban alcohol sales in supermarkets, restaurants, online platforms, and any outlet near learning institutions.

It also proposes barring anyone under 21 from even entering premises that sell alcohol , a move Matindi warns would automatically eliminate about 1.6 million jobs.

“If you say anyone under 21 cannot access a bar or restaurant that sells alcohol, then every young waiter, delivery rider, cleaner, or cashier in that age group is automatically fired,” he said.

“These are the people we employ — the ones who just finished school, who are smart, social, and excellent at customer service, “ Matindi added.

He acknowledged that some of the proposed restrictions have existed in law for years, but said many in the industry were caught off guard due to limited awareness and unclear public communication.

“People just heard there’s a blanket ban. It’s not clear whether restaurants, supermarkets, and deliveries will be allowed. The panic is real,” Matindi said.

He added that MELTA wants to work with NACADA to find a balanced solution that protects youth from harmful drinking without punishing lawful businesses.

“We work hand in hand with NACADA. We are not fighting them. We just want what is best for business, the country, and the youth, both from a tax and public health perspective,” he said.

The policy is rooted in growing concern over substance use among Kenya’s youth.

Government figures show that 632,846 young people aged 15–24 are currently using at least one substance, and over 267,000 engage in multiple-drug use.

Among alcohol users, 42.4 per cent are already addicted.

Cannabis use has increased by 90 per cent in five years.

To counter this, the policy also seeks to restrict public consumption of alcohol in parks, beaches, petrol stations, bus stops, hospitals, and even restaurants and clubs.

It proposes a complete ban on alcohol advertisements targeting youth including celebrity endorsements, influencer campaigns, and TV or radio ads aired between 5 am and 10pm.

Matindi said the industry supports efforts to reduce underage drinking but stressed that the proposed reforms must consider the economic realities of liquor businesses and their employees.

“You open a business to make a profit, but also to be responsible. If you destroy one side, everything collapses,” he said.