MWANGI: In quest for profit, tobacco industry not sparing children

In many markets, policies prohibiting tobacco advertising through traditional media such as radio and television and on billboards have led the tobacco industry to focus on the point-of-sale as a critical channel to advertise and promote its products.

In Kenya, the law prohibits virtually all forms of advertising and promotion of tobacco products. Although sponsorship by the tobacco industry is not completely prohibited, publicity of the sponsorship is prohibited.

Numerous internal tobacco industry documents, revealed in various tobacco lawsuits, show that the tobacco companies have perceived children as young as 13 years of age as a key market, studied their smoking habits and developed products and marketing campaigns aimed directly at them.

Children are the most gullible members of society, and they are twice as sensitive to tobacco marketing as adults. In fact, one third of underage smoking experimentation can be attributed to tobacco advertising.

Tobacco companies claim that they have stopped deliberately marketing to children and targeting youth in their research or promotional efforts, but they continue to advertise tobacco in ways that reach susceptible underage populations. 

In Kenya, the Tobacco Control Act, 2007 is the principal law governing tobacco control. This broad law covers topics including, but not limited to, restrictions on public smoking, tobacco advertising, promotion and sponsorship, and packaging and labelling of tobacco products.

It prohibits the sale of tobacco products through vending machines. The law also prohibits the sale of single cigarettes, small packets of cigarettes and water pipe tobacco. However, there are no restrictions on the sale of tobacco products via the internet or based on location. The sale of tobacco products is prohibited to persons under the age of 18.

Globally, tobacco advertisements suggest that smoking can fulfil influential psychological needs like popularity, peer acceptance and a positive self-image. These are some of the immediate needs by teens as they grow.

The tobacco industry knows that the children are too young to understand the consequences of smoking and addiction and thus respond to these needs through various tactics.

A study on monitoring cigarette advertising and promotion at points-of-sale near schools and playgrounds in 42 countries, the majority low-income and middle-income, reveals the extent to which the tobacco industry goes in its quest to get children hooked.

The four main strategies unveiled include; display of cigarettes near snacks, sweets and sugary drinks, placement of cigarette advertisements near the eye-level of children, advertisements and display of flavoured cigarettes and sale of single sticks of cigarettes.

Individual studies have shown that exposure to tobacco content on social media is a risk factor for tobacco use initiation and continued use, particularly among adolescents and young adults.

The tobacco industry is using new and innovative strategies to target young people and attract new smokers among different standards of tobacco control legislation.

These strategies include attractive campaigns and the marketing of new products as “healthier” and more “environmentally friendly” alternatives to traditional tobacco.

The misleading marketing of products as tobacco-free has given rise to a misconception about health effects.

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