Report highlights growing role of social media in shaping tobacco awareness among Kenyan youth
Social media is increasingly shaping how young people in Kenya encounter information about tobacco and nicotine products, according to a new report examining the relationship between digital platforms and tobacco-related content online.
The study, conducted by the Kenya Tobacco Industry Monitoring and Response (TIMR) team, explores how the rapid growth of platforms such as Instagram, TikTok, YouTube, Facebook and X has transformed how tobacco and nicotine products appear in online conversations and youth culture.
Researchers note that social media has become a central part of everyday life for many young people, making it an important space where health information, lifestyle trends and consumer products are shared.
The report found that 86 percent of respondents use social media daily or several times a day, illustrating how influential digital platforms have become in shaping communication and social interaction.
“This high level of engagement creates an ideal environment for tobacco marketing, particularly among young people,” the report states.
According to the study, tobacco and nicotine products often appear within broader lifestyle content online. Rather than traditional advertisements, such products may be seen in posts related to music events, fashion, nightlife and social gatherings.
Researchers say this type of integration can shape perceptions by presenting tobacco or nicotine products as part of everyday social experiences.
“Content frequently associates nicotine products with fashion and nightlife, social status and success, freedom and independence, and stress relief,” the report explains.
The study highlights that youth aged between 16 and 30 years are the most active social media users and therefore the most likely to encounter such content online.
Another important finding is the growing influence of digital personalities and content creators. The report indicates that 93 percent of respondents believe influencers are effective in promoting tobacco and nicotine products online, demonstrating the strong role influencers play in shaping online conversations and trends.
Influencers typically share lifestyle content with their audiences, and in some cases tobacco or nicotine products may appear within posts related to entertainment, events or personal experiences.
“Because the promotion is embedded within personal content, it appears authentic and trustworthy, making it particularly persuasive to young audiences,” the report notes.
Beyond influencer content, the report also highlights how social media tools such as hashtags, memes and short-form videos allow content to spread rapidly across digital communities.
These formats enable messages to reach large audiences quickly and create online conversations around shared interests or lifestyle trends.
Researchers also observed the increasing visibility of emerging nicotine products such as e-cigarettes, vapes and nicotine pouches on social media platforms.
Many of these products are designed with features that appeal to younger consumers, including colorful packaging, compact designs and a range of sweet flavors.
“Product design plays a major role in attracting young users,” the report states, noting that devices are sometimes designed to resemble everyday gadgets such as pens or USB drives.
Public health experts say understanding how tobacco-related content appears online is important for improving health education and awareness.
Kenya has made significant progress in tobacco control through the Tobacco Control Act 2007, which restricts many forms of advertising and promotion.
However, researchers say the rapid growth of digital media means that public health efforts must also adapt to new communication environments.
Globally, tobacco use remains one of the leading public health concerns, causing more than eight million deaths each year. In Kenya, tobacco-related diseases are estimated to claim about 12,000 lives annually.
The report therefore encourages greater investment in digital awareness campaigns, youth engagement initiatives and collaboration between health institutions, researchers, civil society and media organizations.
Researchers say that by better understanding how information circulates on social media, stakeholders can develop more effective strategies to educate young people and promote healthier choices in the digital age.
