Nairobi -The Kenyan government has renewed its fight against tobacco use, warning that the industry’s tactics are becoming more deceptive and more dangerous especially for the country’s young people.
Health Cabinet Secretary Aden Duale, speaking Thursday to mark World No Tobacco Day, said Kenya must remain alert to what he called “predatory strategies” used by tobacco and nicotine companies. These, he said, are now aimed directly at youth through digital platforms, flavoured products, and sleek packaging.
“The health of our future generations depends on our ability to expose and counter the tobacco industry’s predatory strategies,” Duale said in a statement issued by the Ministry of Health.
This year’s global campaign theme, “Unmasking the Appeal,” puts a spotlight on how the tobacco industry is adapting often in ways that escape traditional regulation. In Kenya, authorities say this includes a surge in flavoured nicotine pouches, social media ads, and misleading packaging.
Progress, but New Challenges Emerge
Kenya has made major gains in the last decade. The 2022 Tobacco and Drug Abuse Survey shows smoking rates among adults aged 15 to 65 have dropped to 8.5 percent down from 11.6 percent in 2014. And there’s been a 15 percent drop in the number of teens starting to smoke since 2020.
Duale credits strong regulation, aggressive public health messaging, and economic tools like higher taxes on tobacco products. “This is not just a health issue,” he said. “It is a national development priority.”
At the local level, the Tobacco-Free Farms Initiative now active in counties such as Meru, Migori, and Bungoma is helping farmers move away from growing tobacco to more sustainable crops.
Still, the government says the battle is far from over.
A 2024 report by the DaYTA youth research programme estimates that more than 650,000 Kenyan adolescents between the ages of 10 and 17 have experimented with tobacco or nicotine products. Officials are especially concerned about the influence of digital marketing. Nearly 40 percent of adolescents are exposed to tobacco ads online, often without clear labelling or age restrictions.
University campuses, according to Duale, have seen a sharp rise in the use of flavoured nicotine pouches. “These are not just new products,” he warned. “They are new threats.”
A Legal and Policy Push
Over the past year, the Ministry of Health has moved to strengthen its response. It completed a full review of the Tobacco Control Act of 2007, with proposed changes now under public consultation. Among the measures being considered are stricter rules on advertising, packaging, and retail access for nicotine-related products.
In December 2024, the Court of Appeal upheld Kenya’s nationwide ban on shisha, which had faced legal challenges since it was introduced. The decision was seen as a major victory for public health advocates.
Law enforcement, too, has become more active. In April 2025, coordinated night raids in several cities led to the seizure of illegal nicotine products, including unregistered pouches and imported cigarettes. Authorities have pledged to keep up pressure, especially in major urban centres.
Meanwhile, the Ministry has begun piloting integrated outpatient cessation services, designed to help smokers quit through local clinics. Trials have already launched in eight counties, with nationwide rollout expected in phases.
The Health Ministry also announced the release of 17 new graphic health warnings, which will appear on all tobacco product packaging. These warnings, meant to deter new users, were developed after research by the Kenya Medical Research Institute (KEMRI).
Public education campaigns have expanded, too. Between November 2024 and February 2025, the Ministry ran awareness events in all 47 counties, backed by groups such as the Kenya Tobacco Control Alliance (KETCA) and the International Institute for Legislative Affairs.
Taxes, Data, and the Road Ahead
Fiscal policy has also played a role. Working with the National Treasury, the Ministry increased taxes on tobacco and nicotine products. Officials say the higher costs have helped lower consumption particularly among young people while also boosting funds for health services.
For now, the message from the government is clear: while progress has been made, the fight is far from over.
“The tobacco industry is evolving,” Duale said. “So must our response.”
As new products enter the market and young Kenyans face increasing exposure, health officials say Kenya’s only option is to keep pushing through education, enforcement, and continued investment in healthier futures.
