Unmasking the Appeal: Kenyans Unite to Expose Big Tobacco’s New Tactics
By Victoria Musimbi
On May 31st, Kenya joined the global community in marking World No Tobacco Day 2025 under the theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” The day kicked off with a vibrant public procession from City Stadium to Kaloleni Social Hall, drawing together diverse groups civil society, youth organizations, health advocates, and reformed Nicotine Champions united in a call to action against tobacco and nicotine addiction.
Among the participants were representatives from Kenya Tobacco Control Alliance (KETCA), NCD Alliance Kenya, Kenya Network of Cancer Organizations, Development Gateway, International Institute for Legislative Affairs, and grassroots groups like Den of Hope Youth Group. Their goal: raise awareness about the deceptive marketing strategies employed by tobacco and nicotine companies and the urgent need to regulate novel nicotine products.
Reformed Nicotine Champion
For Stephen Singano, the fight against tobacco is deeply personal. Growing up in Pumwani Majengo, a tough Nairobi neighborhood, Stephen began smoking in Class 5, lured by peer pressure and the false allure of rebellion. What started as picking discarded cigarette butts on the street turned into a 20-year addiction.
“Smoking took a serious toll on my health. I struggled with frequent chest infections, a persistent cough, shortness of breath, and bad breath, something I didn’t even realize until my family pointed it out. I was smoking up to two packets a day,” he recalls. “My children would ask, ‘Dad, when will you stop smoking?’ That question haunted me and became the turning point in my journey to quit.”
Despite trying to quit smoking twice Stephen eventually overcame the addiction the third time through prayer, persistence, and celebrating small victories three days without a cigarette became a week, then two. Today, he works with the Kamukunji Community Empowerment Initiative, using his story to educate others, especially young people, on the dangers of smoking.
“There’s no joy in tobacco,” he says. “It steals your health, your peace, and your future. I’m living proof that you can quit but I urge you, don’t start.”
Health and Economic Toll of Tobacco in Kenya
Speaking during the event at Kaloleni Social Hall, Kenya Tobacco Control and Health Promotion Alliance (KETCA) Chairperson Joel Shunza Gitali emphasized the devastating economic impact of tobacco use. According to the Tobacco Control Data Initiative, Kenya loses between $2.20 and $3.00 for every dollar the tobacco industry generates through healthcare costs and lost productivity.
“This is not just a health issue it’s an economic crisis,” said Gitali. “We must expose the manipulative tactics of these companies and protect our youth from addiction disguised as innovation.”
Gitali called for the fast-tracking of the stalled Tobacco Control Act Amendment Bill, stronger regulation of public smoking zones, and increased taxation on tobacco and nicotine products to reduce accessibility among youth.
The Kenya Tobacco Control and Health Promotion Alliance is an Umbrella For civil Society Organizations advancing the fight against the ills caused by the farming, Production manufacturing and consumption of tobacco in Kenya.
Understanding the Link: Tobacco and Non-Communicable Diseases
Dr. Catherine Karekezi, Executive Director of NCD Alliance Kenya, gave a comprehensive overview of how tobacco use is driving Kenya’s rising burden of non-communicable diseases (NCDs) from cancer and diabetes to heart disease and stroke.
“Tobacco contains over 7,000 chemicals. More than 250 are harmful, and at least 60 cause cancer,” she explained. “Nicotine isn’t just addictive, it disrupts every major system in the body.”
Dr. Karekezi raised alarm over novel nicotine products, which are aggressively marketed to youth and disguised to resemble candy or harmless consumer goods. With limited regulation and high appeal, these products risk creating a new generation of addicts.
“We must understand the full cost of tobacco not just to individuals but to our nation’s productivity and well-being,” she said. “Campaigns like Tobacco-Free Kenya are essential to educate and protect our people.”
Government Takes Action But More Is Needed
In a move welcomed by advocates, Health Cabinet Secretary Hon. Aden Duale recently suspended licenses for all nicotine-related products. Companies now have 21 days to reapply under more stringent regulations. Additionally, 17 new graphic health warnings will be required on tobacco and nicotine product packaging.
Rachel Kitonyo, a tobacco control expert with Development Gateway, applauded the Ministry’s bold action but warned that further delays in passing the Amendment Bill would only allow the industry more time to exploit youth and emerging markets.
The tobacco industry isn’t just selling products, it’s selling addiction,” Kitonyo said. “We are seeing youth uptake of nicotine pouches and vapes in universities rise to 6 to 8%, nearly double the rate of cigarette smoking. These are not cessation tools, they are gateways.”
She urged the Ministry of Health to finalize the proposed amendments that would ban flavored nicotine products, restrict marketing, and close regulatory loopholes.
A Call for Collective Action
Kenya has made commendable strides in reducing smoking rates from 25% to 8.5% but the battle is far from over. With the tobacco industry evolving, youth targeted through new channels, and nicotine products becoming more discreet, the public health threat is growing.
As this year’s World No Tobacco Day comes to a close, one message stands tall: we must continue to unmask the industry’s tactics, strengthen regulations, support those recovering from addiction, and protect our youth.
