Kenya, like many countries, is grappling with a major public health challenge. The Ministry of Health is linking tobacco smoking to 20–30 per cent of all new cancer cases or cancer deaths. To address this issue and its strain on healthcare resources, the government should implement more effective health warnings on tobacco packaging.
In the National Cancer Control Strategy 2023–28, the ministry proposes a raft of measures, including, but not limited to, heavy taxation of tobacco products to discourage use, tobacco cessation services and health warnings on all tobacco products.
Prominent graphics warnings on tobacco product packages proposed by the ministry and Tobacco Control Board of Kenya are necessary to combat the harms associated with tobacco use. However, with the emergence of diverse tobacco products, such as e-cigarettes and nicotine pouches, health warnings must be tailored to effectively communicate the specific risks associated with each product.
Kenya's tobacco market has diversified in recent years, reflecting global trends. While traditional cigarettes remain prevalent, newer products like e-cigarettes and nicotine pouches have gained popularity among consumers. Each of these products differs in their composition, delivery mechanisms and perceived risks.
The one-size-fits-all health warnings that are proposed may not adequately inform consumers about the risks associated with different tobacco products. For example, to discourage smoking, cigarette packaging could display images that show the harmful effects of smoking on the lungs. The images could be accompanied by text that raises awareness about the risks of developing lung cancer and other respiratory diseases.
Having the same warning images on e-cigarettes, other smokeless tobacco products and nicotine pouches will mislead consumers. There is a need to differentiate these warnings for different products.
Tailored health warnings provide consumers with accurate and relevant information to make more informed decisions about their tobacco use.
It is also important that, as the ministry develops these warning guidelines, we move beyond peddling fear and anxiety to effective public health messages that will help individuals improve their decision-making.
Firstly, regulatory frameworks need to be updated to accommodate newer products and their unique risks.
Secondly, designing public health warnings that effectively communicate these risks requires research and public consultation to ensure they resonate with diverse populations. Previous efforts have pitied the Ministry of Health and WHO on the one hand against industry players, the health sector and traders on the other, with conversations largely hostile.
Thirdly, the warnings should align with cultural norms. In Kenya, for instance, having an image of a coffin on a cigarette pack in the Kenyan context is more likely to evoke short-term fears as opposed to achieving the desired behavioural change.
Finally, collaboration between public health experts, regulatory agencies and industry stakeholders is crucial to ensuring that the warnings are evidence-based, reflective of emerging scientific evidence and taking a natural progression.
As the Ministry of Health and the Tobacco Control Board continue receiving public views on the new graphic health warning that tobacco products will be required to display, there is a need for a sober conversation.
There is a need for genuine public participation where the process is not just taken as a formality. All the voices must be heard, including those against the ministry’s stand and those proposing tailoring the health warnings to the specific product to achieve the desired behavioural changes.
Research suggests that tailored health warnings significantly impact tobacco-related behaviours and attitudes. We can look north to Sweden for pragmatic lessons on becoming a smoke-free world. Moreover, tailored warnings that specifically address the risks associated with different tobacco products will help dispel misconceptions and inform consumer choices.
By collaborating with experts and stakeholders, leveraging innovative communication technologies and learning from successful examples, policymakers can create warnings that empower consumers to make informed decisions about their tobacco use. Ultimately, tailored health warnings play a vital role in reducing tobacco-related harm and promoting public health in Kenya.
CEO, Youth Champions for SDGs. [email protected]
