Nicotine flavour ban could drive smokers back to cigarettes, survey warns

A recent survey conducted by the Campaign for Safer Alternatives (CASA) reveals that half of Kenyan consumers who use nicotine pouches and vapes report these products assisting them in quitting smoking. Notably, nearly one in three respondents indicated they would return to smoking if flavored products were banned. The findings come as Parliament deliberates the Tobacco Control (Amendment) Bill, which proposes restrictions on smoke-free nicotine items, including a potential ban on most flavors.

CASA Chairman Joseph Magero emphasized that the survey's results should prompt lawmakers to reconsider measures that may hinder smokers' transition away from combustible cigarettes. "Our findings show that the proposed legislation could make it harder for smokers to quit combustible cigarettes," Magero stated. The survey also highlighted the role of flavors in aiding users in quitting or reducing cigarette consumption.

Half of the respondents said flavors assist them in staying completely smoke-free, while 43 percent claimed flavors help them cut down on cigarettes. Only 14 percent preferred tobacco flavor, with most opting for menthol, fruit, or other non-tobacco flavors. When asked about their response to a ban on flavored nicotine products, 32 percent said they would revert to smoking, while 18 percent indicated they would smoke more.

Additionally, 33 percent suggested seeking flavored products through other channels. The survey also revealed strong backing for increased public involvement before the legislation's finalization, with 88 percent of respondents supporting open public consultations on the Tobacco Control Bill. Furthermore, 89 percent of respondents emphasized that policymakers should prioritize assisting smokers in quitting rather than banning flavored nicotine pouches.

Magero stressed that considering consumers' experiences is crucial when crafting tobacco-control policies. "Thousands of Kenyan smokers are using alternative nicotine products because they want to leave cigarettes behind," he noted. "Half of respondents say these products are helping them quit, while many others are using them to smoke less."

Removing flavors could make alternative nicotine products less appealing to smokers seeking to move away from cigarettes, he added. Magero urged lawmakers to consult consumers before finalizing the bill, particularly given the number of respondents who said they would return to smoking or seek flavored products through alternative sources if a ban was introduced.

He urged lawmakers to listen to the voices of smokers trying to leave cigarettes behind before changing the law.