Kenya: Tobacco control threatened by new highly addictive nicotine products and flavoured tobacco

A coalition of health groups in Kenya is concerned about the mass marketing and consumption of new nicotine products, particularly nicotine pouches. The coalition also warns of the rise in the use of water pipes and flavoured tobacco. The groups say these products are being actively promoted by the tobacco industry to young people and are exposing them to addiction and health risks.[1].

The warning comes as tobacco use in Kenya is on the rise. According to the World Health Organization, smoking rates in Kenya, especially among young people, are among the highest in Africa, with 36 % of Kenyan youth use tobacco, compared to 11 percent of adults.

Tobacco industry circumvents Kenya's bans

British American Tobacco Kenya (BATK), which has a strong presence in the country, has been lobbying the government for many years to facilitate the marketing of its LYFT brand nicotine pouches. These products, launched in July 2019, quickly became very popular with young people, following their promotion on social networks. The rapid success of LYFT and its sale on the illegal market led the Kenyan government to suspend its sale in 2020. This ban was overturned in 2022 following pressure from BATK, which now markets its nicotine pouches under the VELO brand in a large number of points of sale and at attractive prices.

The Kenyan Tobacco Control Act 2007, which governs all tobacco and nicotine products, requires that the packaging of these products carry warning messages in English and Kiswahili. For smokeless products, the Act states that these warning messages, in text or image form, must occupy at least 30 % of the front cover and 50 % of the back cover of the product, which is not the case for VELO products which do not comply with this provision. BATK claims that nicotine pouches are tobacco-free and therefore these provisions do not apply to these products.

Products promoted as alternatives to smoking

According to health groups, nicotine pouches and e-cigarettes are promoted as less harmful than traditional cigarettes and do not carry health warnings on their packaging despite the law. These products are marketed to young people in a very attractive and misleading way, including through the variety of flavors available and the promotion of nicotine as a “stimulant.” Health groups are also concerned about the availability of flavored tobacco products, including hookahs, making it easier for young people to start using these products.

The groups are calling on the Kenyan government to take steps to tackle the problem, including banning the sale of e-cigarettes and flavoured tobacco and better enforcing existing bans on the sale of water pipes and nicotine pouches. The groups are also calling on the government to strengthen prevention messages about the dangers of tobacco and nicotine use.

Keywords: Kenya, Africa, new products, nicotine, flavors, nicotine pouches

©Generation Without Tobacco

AE

[1] John Muchangi, Kenya flooded with harmful nicotine products, say groups, The Stars, published August 2, 2023, accessed August 7, 2023

National Committee Against Smoking |