The Kenyan government has mandated graphic new health warnings on all new nicotine products in a precedent-setting move for public health in Africa. 

The new warnings were signed into law one year after an investigation by The Examination found the government had previously weakened health warnings on nicotine pouches after British American Tobacco threatened to pull investment from a new factory in the country’s capital.

Mary Muthoni, the principal secretary at the Ministry of Health, told The Examination that the new health warnings took immediate effect. Officials introduced them to protect vulnerable groups after nicotine pouches surged in popularity among Kenya’s youth. 

Kenya has now become the first African nation to mandate graphic health warnings on all emerging tobacco and nicotine products in a move that Kenya Tobacco Control Alliance CEO Thomas Lindi believes “sets a powerful precedent.” He praised the Kenyan government for "resisting” industry pressure and prioritizing public health. 

“These warnings will be instrumental in deterring potential users, especially youth who are often targeted with flavored products,” Lindi said.

The warnings feature vivid imagery, including an illustration of hands chained while holding a nicotine pouch, designed to enhance the “visibility and memorability.” Health warnings did not previously include imagery and only warned that “this product contains nicotine and is addictive.”

“We are taking a proactive approach to tobacco control by updating our health warnings to address modern challenges,” Muthoni said. “These graphic warnings are a vital tool in our efforts to reduce tobacco consumption and protect public health, particularly among our youth.” 

The new warnings must appear on all new nicotine and emerging tobacco product packaging, including e-cigarettes and heated tobacco products. 

The Ministry of Health’s cabinet secretary introduced the pictorial warnings under powers granted by the Tobacco Control Act. Those who fail to comply will face penalties.

The joint investigation by The Examination, Africa Uncensored and The Guardian published last January revealed how the Kenyan government had yielded to a demand by British American Tobacco to sell its Velo nicotine pouches with significantly smaller health warnings and without mentioning potentially cancer-causing toxicants present in the products.

Later last year, proposals for new graphic warnings were unveiled, sparking a fierce lobbying campaign by the industry, according to the advocacy group Kenya Tobacco Control Alliance . 

In August, British American Tobacco said that it would stop making nicotine pouches in Kenya during the dispute over the proposed warnings. 

The tobacco industry has argued the pouches are much less risky than cigarettes, and is promoting them as a “harm reduction” product. However the science on their health effects is still emerging, and there is a lack of independent research as most of the studies have been commissioned by the tobacco industry. 

Public health advocates are concerned that the nicotine pouches could addict a new generation to nicotine. The product had become especially popular among girls in urban areas of Kenya, academic research shows. Nicotine pouches are rapidly growing popular among young people in many countries in Africa and beyond. 

In an investor presentation last week, tobacco firm Altria revealed pouches users tripled in the United States in the last three years and the pouches were most popular among young people from urban areas.