Since introducing oral nicotine pouches to the Kenyan market in 2019, British American Tobacco (BAT) has lobbied and exploited governmental loopholes to further the spread of its harmful products in the country. BAT obtained initial approval to sell nicotine pouches through Kenya’s Pharmacy and Poisons Board. Although the license restricted the sale of nicotine products to drug stores, vendors sold them through online platforms, retail shops, and even vending machines, leading the Cabinet Secretary for Health to revoke the license in 2020. However, BAT then coerced the Kenyan government into relaxing its policies by threatening to withdraw investment in a new nicotine pouch factory in Nairobi, after which the products were reintroduced in the market with less stringent regulations, such as weakened health warnings.

BAT’s influence in Kenya has caused thousands of young Kenyans to become addicted to nicotine products. Since entering the oral nicotine market, BAT and other Big Tobacco companies have targeted vulnerable adolescent and youth populations through social media, leveraging influencers to market popular products like Velo (previously Lyft) s trendy, reduced-risk alternatives to cigarettes. As a result, products like Velo have become widespread in Kenyan schools, with students using networks of illegal vendors such as motorcycle drivers and security guards to circumvent laws restricting usage among minors.

Addressing BAT’s influence in Kenya is essential to mitigate the harmful effects of nicotine among the country’s youth. Despite BAT’s advertising of oral nicotine pouches as safer alternatives to traditional tobacco, research is limited on the harmful effects of nicotine pouches on young users, and some studies point to carcinogens and a high risk for addiction. Additionally, without efforts to address the tactics used to spread nicotine pouches in Kenya, BAT can use these methods to enter new markets, spreading its products in other African countries seeking economic benefit. Ultimately, this may risk a new generation of Africans becoming addicted to nicotine and tobacco products, turning Africa into the world’s ashtray.

We suggest the Kenyan government reform its policies on tobacco restriction and enforce compliance. Kenya’s Tobacco Control Act was enacted in 2007, before the advent of nicotine pouches and e-commerce for tobacco products, allowing Big Tobacco to exploit loopholes. For example, the Tobacco Control Act prohibits the sale of tobacco products to individuals under 18, but current regulations neglect age restrictions on online platforms, leading to 70% of BAT products being traded online. We argue that the Kenyan government should revise its laws and require identification to purchase any nicotine or tobacco product online. Governmental officials should also raise taxes on Big Tobacco products, which has proven effective in deterring usage in the United States. Funding revenue can then be allocated to law enforcement to crack down on the sale of nicotine products to minors in Kenyan pharmacies and schools.

Kenyan laws also require warning labels to cover over 30% of the surface area of the front panel of tobacco products and 50% of the rear panel. However, after BAT’s aggressive lobbying and threats to withdraw a $15 million investment to produce nicotine pouches in Nairobi, the Ministry of Health conceded, allowing nicotine products to be sold in packages whose warning labels cover only 15% of the front panel. We argue the government must stand firm in upholding warning label laws. Refusing exemptions and enforcing strict tobacco control measures will set a precedent for other African countries that Big Tobacco may use to advance industry objectives.

Combating nicotine use among Kenyan youth will also require robust public health education. Social media platforms have played a crucial role in disseminating health information and shaping public attitudes toward BAT products in Kenya, with hashtags promoting Lyft usage, such as #GetLyfted, #LyftxMcLaren, and #LyftKenya, going viral on TikTok in recent years. Efforts are needed to regulate advertisements across TikTok, Instagram, X, and other platforms to shift public perceptions of nicotine and tobacco, especially among Kenyan youth. We suggest using algorithms to flag social media posts promoting Big Tobacco products and including disclaimers with accurate health information about nicotine and tobacco. Additionally, the Kenyan Ministry of Health can re-engineer the use of TikTok by employing influencers to disseminate anti-tobacco content that appeals to young viewers.

Finally, academic institutions worldwide must lead independent research on tobacco-alternative products. Many studies indicating that nicotine pouches are less harmful than cigarettes have been commissioned by the tobacco industry, presenting a conflict of interest. We suggest that more public research funding be directed toward unbiased studies investigating the long-term effects of new tobacco-alternatives. Additionally, academic institutions in the United States and Europe should collaborate with local Kenyan universities to conduct community-based research that informs Kenyan public health authorities. For example, studies can explore factors contributing to nicotine use among Kenyan youth and develop harm reduction strategies to reduce the spread of Big Tobacco products.

About the authors:

Afreen Ashraf, medical researcher at the Duke Global Health Institute

Faraan Rahim, medical researcher at Harvard Medical School

Velda Wang, medical researcher at the Duke Global Health Institute

Joel Gitali, chairperson of the Kenya Tobacco Control Alliance

Tony Muthemba, principal public health officer of the Nairobi City County Government

Competing interest: None

Handling Editor: Neha Faruqui