INDUSTRY REGULATION

Kenya plans to clamp down on the marketing of unhealthy foods

By our African Marketing Confederation News Team | 2025

Proposed measures include banning advertisements on television, digital platforms and outdoor media when children are the primary audience.

The Kenyan Government has announced that it is clamping down on the marketing, manufacture and distribution of foods deemed to be unhealthy and harmful, particularly sugary and fatty foods targeting children.

Kenya’s Ministry of Health made the announcement following meetings in Nairobi between officials and representatives of Bloomberg Philanthropies to explore partnership opportunities that would accelerate the rollout and enforcement of the planned new food policies.

Mary Muthoni Muriuki chairs the meeting with Bloomberg Philanthropies. Photo: X

The meetings were attended by Mary Muthoni Muriuki, Principal Secretary in the Department for Public Health and Professional Standards.

Bloomberg Philanthropies focuses on improving lives, primarily through initiatives in government innovation – including health.

“The Ministry plans to impose stringent restrictions on advertising unhealthy foods, especially those aimed at children,” reports the K24 Digital news outlet.

“Proposed measures include banning such advertisements on television, digital platforms, and outdoor media during times when children are the primary audience.

“Fiscal policies such as sugar taxes on sugar-sweetened beverages are also under consideration to reduce consumption linked to obesity and diabetes.

“Further, the Ministry aims to regulate the availability of unhealthy foods in schools and public institutions, promoting healthier dietary habits among young Kenyans.”

Nutrient Profile Model

In a statement released on the X platform, ministry officials introduced a Nutrient Profile Model that sets specific limits on sodium, sugar and saturated fats in processed foods and beverages.

This model will guide regulators in identifying and restricting products contributing to increasing cases of hypertension, diabetes and heart disease among Kenyans.

Part of the statement posted on X reads: “To support the effective rollout of the model, the Ministry is pursuing a comprehensive package of regulatory and policy measures.

“These include restricting the marketing of unhealthy foods to children, introducing fiscal policies to curb the consumption of sugar-sweetened beverages, regulating the availability of unhealthy food products, and adopting front-of-pack nutrition labelling to empower consumers with clear warnings on products high in harmful nutrients.”

According to the statement, these interventions are anchored in the government’s wider strategy to promote healthier diets, prevent non-communicable diseases (NCDs) and secure a healthier future for all Kenyans.

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