Abstract:
Since the enactment of the Alcoholic Drinks Control Act, 2010 (ADCA), there has been debate among stakeholders on its effectiveness in protecting consumers and regulating alcohol consumption. The purpose of this study was to investigate consumer perceptions on the stipulations of the Alcoholic Drinks Control Act, 2010. Specifically it tested perceived benefits, shortcomings and barriers on the stipulations of the Act. The study was conducted among consumers in selected hospitality establishments in Eldoret town, Kenya. The key informants’ for the study included managers and members of District Alcohol Regulatory Committee. The findings of this study revealed that majority of the respondents are aware of the Act but have limited knowledge on the Act stipulations. It also established that majority of the respondents were experiencing fewer benefits associated with the Act stipulations. Majority of the respondents also were of the opinion that the Act was working against them rather than working for them. However, a majority indicated major barriers to realisation of the Act objectives were lack of awareness programs on the law stipulations; lack of involvement from alcohol sector stakeholders has greatly strained the realisation of Act objectives. The study concludes that lack of awareness campaigns, lack of professionalism from the administrative units, lack of cooperation from the alcohol industry and lack of community involvement on the Act has impeded the functioning of the Act in Kenya.The study recommends, intensive sensitization of public on the contents of the Act and the benefits associated with the Act. There is also need for government to engage all stakeholders in alcohol industry to fully understand the Act and abide by the law in protecting the consumers from the harmful effects of misuse of alcohol beverage. Also the alcohol industry should also lead and play a major role in promoting responsible selling of alcohol beverage to consumers at all times. In addition, the government needs to consult and engage all stakeholders in alcohol industry in bringing into the discussion the expertise, perspective and ideas for innovative and sustainable ways of implementing the Act while balancing the opposing interests.