Audio By Vocalize
Tobacco and nicotine industry is increasingly targeting young people in Kenya through sophisticated digital marketing strategies. [Courtesy]
As the world commemorates the World No Tobacco Day 2026, Kenya faces an urgent and growing public health crisis, with tobacco use contributing to approximately 12,000 deaths annually while thousands more suffer from tobacco-related illnesses such as cancer, heart disease, stroke, and chronic respiratory conditions. Despite significant global progress in tobacco control, the rising use of new nicotine products among young people threatens to reverse these gains, as products such as e-cigarettes, including vapes, and nicotine pouches become increasingly popular among youth, exposing a new generation to diseases such as addiction, and even death.
Tobacco use remains one of the leading preventable causes of death and disease worldwide, and Kenya is no exception. According to the Tobacco Control Data Initiative (TCDI) Study (2022), tobacco use contributes to approximately 12,000 deaths annually in Kenya. Beyond the loss of life, tobacco use also increases healthcare costs and reduces productivity, placing a significant burden on families, communities, the healthcare system, and the national economy. Particularly concerning is the high burden of tobacco and nicotine use among young people in Kenya. According to the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) 2024 study on the Status of Drugs and Substance Use among University Students in Kenya, 12 per cent of university students currently use tobacco products, while 5.8 per cent use e-cigarettes such as vapes and 4.6 per cent use nicotine pouches. The study highlights the growing popularity of emerging nicotine products among youth, driven largely by flavored products, attractive packaging, aggressive online marketing and social media promotion that specifically appeal to young people.
