Lobby groups warn of new nicotine products fuelling child addiction

As the world marked World No Tobacco Day, public health advocates sounded the alarm over sophisticated tactics used by the tobacco and nicotine industry to attract young users and undermine tobacco control measures.

The industry is accused of packaging products in ways that make them appear attractive, fashionable and socially acceptable, particularly to adolescents and young adults.

The concerns come as Parliament considers the Tobacco Control (Amendment) Bill, 2024, which seeks to tighten regulation of emerging nicotine products, including e-cigarettes, nicotine pouches and other alternatives that have gained popularity among young people.

Tobacco control organisations, health professionals, researchers, youth groups and public health advocates warn that Kenya is facing a new wave of tobacco industry influence that threatens years of progress in reducing tobacco use.

According to the coalition, opposition to stronger tobacco regulation has intensified in recent months through what they describe as coordinated campaigns involving sections of traders, business associations, social media influencers and individuals presented as independent economic or medical experts.

The coalition includes the Kenya Tobacco Control and Health Promotion Alliance (Ketca), International Institute of Legislative Affairs (IILA), Consumer Information Network (CIN), Kenyan Network of Cancer Organisations (Kenco), Den of Hope Youth Group, National Taxpayers Association (NTA), Students Campaign Against Drugs (SCAD), Non-Communicable Disease Alliance Kenya, Stowelink Organisation, Being Africa and Youth in Power Africa Rise (YIPAR).

“We are deeply concerned that public discourse surrounding the Tobacco Control Amendment Bill is increasingly being shaped by misinformation, fearmongering and industry-aligned talking points rather than scientific evidence and public health priorities,” the groups said.

Data from the Tobacco and Alcohol Data Survey among Adolescents and Students (TADSAS) and the Data on Youth and Tobacco in Africa (DaYTA) studies show that an estimated 2.3 million Kenyan adults currently use tobacco or nicotine products. In addition, about 244,000 adolescents use tobacco or nicotine-containing products.

Health experts estimate that tobacco use contributes to about 12,000 deaths annually in Kenya, making it one of the country’s leading preventable causes of illness and death.

Speaking during World No Tobacco Day, WHO Director-General Dr Tedros Adhanom Ghebreyesus said tobacco and nicotine industries continue to fuel addiction, particularly among young people.

“World No Tobacco Day is an annual reminder of the harms of tobacco in all its forms. WHO calls on governments to act decisively,” he said.

Studies show that the average age of initiation into smoked tobacco use in Kenya is about 11 years. Some children begin even earlier. Research cited by tobacco control advocates indicates that children as young as six are experimenting with smoked tobacco products and nicotine pouches, while some as young as five have been reported using smokeless tobacco products. 

“The younger a person starts using nicotine, the higher the likelihood of developing dependence and continuing use into adulthood,” the groups warned.

While cigarette smoking remains a concern, health advocates say the industry has increasingly shifted towards newer nicotine products, including e-cigarettes, nicotine pouches, heated tobacco products and flavoured nicotine products.

Unlike conventional cigarettes, many of these products are designed to appear modern and harmless. They are sold in colourful packaging, offered in appealing flavours and promoted through digital platforms popular among young people.

Data among university students shows that nearly half of nicotine pouch users cite flavours as a major reason for using the products, while more than two-thirds of e-cigarette users say they are attracted by flavoured products.

Mint, fruit, bubble gum, and candy flavours are among those commonly marketed.

“The products may look harmless, but they are introducing young people to nicotine addiction,” they said.

The coalition is calling for stricter controls on digital nicotine advertising and the swift enactment of the Tobacco Control (Amendment) Bill, 2024. The Bill proposes stronger regulation of e-cigarettes and nicotine pouches, restrictions on child-friendly flavours, mandatory graphic health warnings, plain packaging requirements and tighter controls on online promotion.