Study Reveals Tobacco Firms Using Social Media Influencers to Target Kenyan Youth
Officials display copies of a tobacco marketing study during a stakeholder briefing on youth exposure to nicotine products at Sarova Stanley Hotel in Nairobi.
Nairobi, Kenya — A new study has revealed that tobacco companies are increasingly using social media influencers and lifestyle content to promote nicotine products to Kenyan youth, raising concern among public health experts and policymakers over emerging digital marketing tactics that bypass existing advertising restrictions.
The findings were presented during a stakeholders’ briefing in Nairobi, where researchers and tobacco control advocates warned that online platforms are fuelling a new phase of tobacco promotion targeting young people.
Tobacco use remains one of Kenya’s deadliest public health threats. Globally, tobacco causes more than eight million deaths annually, including fatalities linked to second-hand smoke exposure. In Kenya, tobacco-related illnesses claim an estimated 12,000 lives each year and impose significant economic costs, with the country spending between $2.2 and $3 on healthcare and productivity losses for every $1 earned from the tobacco industry.
Influencers Driving Online Promotion
The study, conducted jointly by the Consumer Information Network, the International Institute of Legislative Affairs (IILA), and the Kenya Tobacco Control and Health Promotion Alliance (KETCA), found that social media has become a major channel for nicotine product marketing despite strict controls on traditional advertising.
Research carried out between September and December 2025 shows that 86 per cent of respondents use social media daily or several times a day, making platforms such as Instagram, TikTok, YouTube, Facebook and X highly effective marketing spaces.
Youth aged between 16 and 30 were identified as the primary targets, with 79 per cent of respondents reporting that this age group is most exposed to online nicotine promotions.
The report indicates that influencers frequently integrate nicotine products into lifestyle content including music videos, fashion posts, nightlife imagery and entertainment content, often without clearly disclosing paid partnerships.
About 93 per cent of respondents said influencers are either effective or very effective in promoting tobacco and nicotine products online, largely because promotions appear as authentic lifestyle choices rather than advertisements.
Emerging nicotine products such as vapes, e-cigarettes and nicotine pouches are heavily featured online, marketed as modern alternatives to cigarettes through colourful packaging, gadget-style designs and sweet flavours such as mango, strawberry and berry that appeal to young audiences.
Researchers also noted that nicotine pouches registered as pharmaceutical products in 2019 have been able to bypass some tobacco control regulations, allowing wider marketing exposure.
Digital Marketing Outpacing Regulation
Speaking during the dissemination meeting, International Institute of Legislative Affairs Chief Executive Officer Celine Awuor said digital platforms have introduced new enforcement challenges.
“Online marketing tactics allow tobacco companies to bypass traditional advertising restrictions and reach young audiences more easily,” she said.
Kenya’s Tobacco Control Act of 2007 bans most forms of advertising, promotion and sponsorship, but stakeholders noted that the law does not explicitly address influencer marketing or cross-border digital content.
Coordinator of the Kenya Tobacco Control Promotions Alliance Thomas Lindi said existing legislation was largely designed for traditional media.
“That is why you rarely see tobacco advertising on television or radio today, but the digital space has become the new frontier where promotion continues,” Lindi said, adding that unclear accountability for influencers and limited monitoring mechanisms have created regulatory loopholes.
Kenya’s Strong Framework Facing New Challenges
Nairobi County Public Health Officer Wilson Endao said Kenya has made significant progress in tobacco control through laws aligned with the World Health Organization Framework Convention on Tobacco Control.
“Our tobacco control law complies with international standards and prohibits advertising, promotion and sponsorship while protecting the public from exposure to tobacco smoke,” Endao said.
However, he emphasised that enforcement remains uneven, particularly regarding online promotion and illicit product entry into the country.
“We have a very good law. What is missing is enforcement, especially in emerging digital spaces,” he noted.
Youth Both Target and Solution
National Youth Council Head of Registration and Coordination Johnson Rithaa said young people are both the primary targets of online tobacco marketing and key partners in prevention efforts.
“The same young people being targeted are also influencers shaping digital conversations, if properly sensitised, they can become ambassadors for responsible messaging.”Rithaa said.
He noted that many youth promoting products online may be unaware that advertising nicotine products violates existing regulations.
Health Experts Warn of Long-Term Risks
Health experts warned that the normalisation of nicotine use through social media could increase experimentation and addiction among young people.
Speaking on behalf of the National Police Service Commission, Dr. George Njeri highlighted the strong link between nicotine use and mental health challenges, warning that tobacco addiction increases vulnerability to other substance use disorders.
“Nicotine alters brain biochemistry and predisposes individuals to addiction, depression and anxiety, which makes prevention among young people extremely important,” Dr. Njeri said.
He added that many individuals undergoing treatment for alcohol and substance use disorders also use tobacco, underscoring the need to integrate mental health considerations into tobacco control policies.
Policy Recommendations
Stakeholders called for urgent reforms to address digital marketing loopholes, including updating tobacco laws to explicitly regulate online advertising, banning influencer promotions of nicotine products and enforcing mandatory disclosure of paid partnerships.
Other recommendations include stronger age-verification systems for online sales, collaboration with social media platforms to remove harmful content and expanded youth-focused counter-marketing campaigns using digital formats such as short videos and social media messaging.
The study also urged coordinated action involving government agencies, civil society, academia, media and youth organisations to strengthen monitoring and enforcement.
Call for Coordinated Action
Experts warned that the tobacco industry’s growing reliance on digital platforms represents a sophisticated strategy to reach young audiences while evading regulation.
Stakeholders said protecting the next generation from nicotine addiction will require policy reform, enhanced digital monitoring and sustained public awareness campaigns.
