The Tobacco Control Civil Society Organizations (Tobacco Control CSOs), together with public health advocates, youth organizations, researchers, healthcare professionals, and civil society partners, joins the global community in commemorating World No Tobacco Day (WNTD) 2026 under the campaign theme:
“Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.”
This year’s commemoration comes at a critical moment for tobacco control in Kenya as the country faces increasing tobacco and nicotine industry interference aimed at weakening public health protections through opposition to the proposed Tobacco Control Amendment Bill 2024.
Over the past several months, Kenyans have witnessed coordinated resistance to stronger tobacco regulation from multiple fronts, including sections of traders, organized business associations, social media campaigns, and individuals appearing on mainstream media platforms to oppose lifesaving reforms. Of particular concern is the growing trend where tobacco industry narratives are increasingly being amplified through third parties, including voices presented as independent economic or medical experts.
Tobacco Control CSOs are deeply concerned that public discourse around the Tobacco Control (Amendment) Bill 2024 is being shaped by misinformation, fear-mongering, and industry-aligned talking points that undermine evidence-based public health policy.
CSOs reiterate that tobacco control policies exist to protect public health, especially children and young people, from addiction, disease, and premature death.
Kenya’s Tobacco Burden Remains a Major Public Health and Economic Crisis.
Tobacco and nicotine use continue to impose devastating health, social, and economic consequences in Kenya. Recent statistics from the TADSAS 2022 and 2024 Data on Youth and Tobacco in Africa (DaYTA) among other studies paint an alarming picture:
- Approximately 2.3 million Kenyan adults and 244,000 adolescents currently use tobacco or nicotine products.
- Tobacco use is linked to approximately 12,000 deaths annually in Kenya.
- The average age of initiation into smoked tobacco products in Kenya is 11 years, with some children initiating use as early as 6 years.
- Children as young as 5 years old are already using smokeless tobacco products, while children as young as 6 years are using nicotine pouches and shisha.
- Nearly 40% of Kenyan adolescents report exposure to tobacco and nicotine marketing through television, videos, and movies.
- 12% of university students in Kenya currently use tobacco products.
- 5.8% of university students currently use e-cigarettes.
- 4.2% of university students currently use nicotine pouches.
- 49% of nicotine pouch users report using the products because of flavors.
- 68% of e-cigarette users report using them because the products come in flavors they like.(
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The continued rise of flavored nicotine products, e-cigarettes, nicotine pouches, and aggressive digital marketing demonstrates how the industry is adapting its tactics to attract younger users.
Young people are increasingly being exposed to products packaged to appear modern, harmless, discreet, and socially acceptable. From sleek designs and flavored products to influencer-driven online marketing, the industry continues to normalize nicotine use among adolescents and young adults.
Industry Interference Must Be Exposed and Rejected.
Tobacco Control CSOs are alarmed by the growing levels of tobacco industry interference in Kenya’s public policy and media environment.
While Kenya’s Tobacco Industry Interference Index score improved slightly from 48 out of 100 in 2023 to 46 in 2025, CSOs caution that this modest improvement masks a deeper and persistent problem — the continued ability of the tobacco and nicotine industry to influence public discourse, shape policy narratives, and weaken tobacco control efforts in Kenya.
The coalition is particularly concerned by:
- Attempts to misrepresent the Tobacco Control (Amendment) Bill 2024 as anti-business rather than a public health intervention.
- Coordinated opposition campaigns involving sections of traders and business actors who appear mobilized to resist stronger tobacco control measures.
- Misleading narratives advanced through mainstream media discussions by individuals downplaying the harms of tobacco and nicotine products.
- Continued attempts to portray emerging nicotine products as “safer alternatives” despite growing evidence of youth addiction and nicotine dependence.
- Efforts to weaken or delay implementation of evidence-based tobacco control policies.
- Ongoing digital marketing and online promotion of nicotine products targeting youth.
The coalition reminds all stakeholders that Article 5.3 of the WHO Framework Convention on Tobacco Control (WHO FCTC), to which Kenya is a Party, obligates governments to protect public health policies from commercial and vested interests of the tobacco industry.
Public health policymaking must remain independent, evidence-based, and focused on protecting Kenyans from preventable disease and death.
Tobacco Is Also an Economic Crisis.
Tobacco use is not only a health issue — it is also a major economic burden.
Kenya loses between USD 544 million and USD 756 million annually due to tobacco-related illnesses and lost productivity.
For every $1 collected from tobacco revenue, the Kenyan economy loses approximately $3 in healthcare costs and productivity losses associated with tobacco-related diseases.
These losses affect:
- National healthcare spending.
- Household incomes.
- Workforce productivity.
- Educational outcomes.
- Long-term economic development.
Resources that could otherwise be invested in hospitals, schools, healthcare systems, and community development continue to be consumed by preventable tobacco-related illnesses.
Tobacco Control CSOs therefore call on policymakers to recognize tobacco control as both a public health and economic development priority.
Tobacco Taxation Remains One of the Most Effective Interventions.
Evidence globally and locally demonstrates that increasing tobacco taxes is the single most effective strategy for reducing tobacco use, particularly among young people.
However, Kenya’s current tobacco tax share remains significantly below WHO recommendations.
The current share of tax in the cigarette retail price in Kenya is approximately 34.1%, far below the WHO-recommended benchmark of 75%.
Lower tobacco taxes make cigarettes and nicotine products more affordable and accessible to young people, increasing the risk of initiation and addiction.
Tobacco Control CSOs urge the Government of Kenya to implement annual tobacco tax increases that outpace inflation and income growth to:
- Reduce tobacco consumption.
- Prevent youth initiation.
- Increase government revenue for health programs.
- Reduce the burden of tobacco-related disease.
The coalition further urges that a portion of tobacco tax revenues be reinvested into: - Universal healthcare.
- Tobacco cessation services.
- Youth awareness programs.
- Education and health promotion initiatives.
Tobacco Control CSOs Calls for Immediate Action.
As Kenya commemorates World No Tobacco Day 2026, Tobacco Control CSOs call upon Parliament, the Ministry of Health, regulatory agencies, county governments, media institutions, and all stakeholders to take decisive action to protect public health.
- Passage of the Tobacco Control (Amendment) Bill 2024.
The proposed amendments must be protected from industry interference and strengthened to address emerging nicotine and tobacco products. - Stronger Regulation of Emerging Nicotine Products.
This includes regulation of e-cigarettes and nicotine pouches, restrictions on flavors that attract youth, mandatory graphic health warnings, plain packaging requirements, and restrictions on online promotion and influencer marketing. - Protection of Young People from Industry Manipulation.
Kenya must prioritize policies that shield children and adolescents from digital nicotine advertising, product placement in entertainment media, flavored nicotine products, and misleading “harm reduction” messaging targeting youth. - Increased Tobacco and Nicotine Taxation.
Annual tax increases should be implemented in line with WHO recommendations to reduce affordability and prevent youth uptake. - Full Implementation of WHO FCTC Commitments.
Kenya must continue strengthening the implementation of evidence-based tobacco control measures and protect policymaking processes from tobacco industry influence.
Young People Deserve Protection — Not Manipulation.
This year’s World No Tobacco Day theme reminds us that the tobacco and nicotine industry continues to rely on deceptive tactics to recruit the next generation of users.
What is presented as fashionable, modern, harmless, or socially acceptable often masks addiction, disease, and long-term harm.
Tobacco Control CSOs call on all Kenyans to:
- Challenge misleading nicotine content online.
- Speak out against youth-targeted marketing.
- Support stronger tobacco control laws.
- Protect children and adolescents from nicotine addiction.
- Hold the tobacco and nicotine industry accountable.
The future health and well-being of Kenya’s young people must take precedence over commercial interests.
Tobacco Control CSOs Member Organizations. - Kenya Tobacco Control and Health Promotion Alliance (KETCA)
- International Institute of Legislative Affairs (IILA)
- Consumer Information Network (CIN)
- Kenyan Network of Cancer Organizations (KENCO)
- Den of Hope Youth Group
- National Taxpayers Association (NTA)
- Students Campaign Against Drugs (SCAD)
- NCD Alliance Kenya
- Stowelink Organization.
- Being Africa.
- Youth In Power Africa Rise (YIPAR).
