The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has raised concerns over the growing trend of glamorizing nicotine use among Kenyan youth.
In a statement NACADA noted that nicotine is being glamorized through music, fashion, and social media urging that Kenyans should, however, not fall for the hype.
“Nicotine is being glamorized through music, fashion, and social media but don’t fall for the hype! Behind the “cool” façade lies a dangerous trap: addicting a new generation. These aren’t just trends they’re tactics. Let’s reject the normalization of tobacco and protect our youth from manipulation,” NACADA said in a statement posted on X on Friday May 30, 2025.
The agency warns that the trend, driven by popular music, fashion, and social media, risks influencing young people to view nicotine products like flavoured vapes and tobacco as fashionable and harmless.
Popular music genres such as Gengetone and Odi Pop have gained widespread popularity among Kenya’s youth. However, some songs and videos subtly promote nicotine use, embedding it into youth culture.
Alongside music, fashion trends featuring nicotine accessories further normalize substance use.
Social media platforms, through influencers and digital content creators, often showcase vaping and smoking as glamorous lifestyle choices, influencing impressionable young audiences.
Health risks and addiction concerns
According to NACADA, glamorizing nicotine products poses serious health risks for Kenyan youth.
The authority says that when young people see artists and influencers showcasing nicotine use as safe or fashionable, they are more likely to experiment with these substances, leading to addiction and severe health problems.
Despite marketing that positions nicotine as a less harmful alternative, NACADA maintains it remains highly addictive and damaging to health.
Recent NACADA research shows nearly half of Kenyan university students have experimented with substances, with tobacco and nicotine acting as common entry points.
The study found 39.4% of students accessed drugs through social media, highlighting how digital platforms increase availability and normalize substance use among youth.
Kenya’s laws, including the Alcoholic Drinks Control Act (2010) and the Narcotic Drugs and Psychotropic Substances Control Act (1994), prohibit the advertisement and promotion of drug use.
NACADA has issued stern warnings to influencers and creators that violations could lead to severe legal consequences, including fines and imprisonment.
NACADA urges parents, educators, and guardians to monitor children’s social media activities and educate them on the dangers of nicotine and other substances. The authority also calls on social media companies to enforce stricter content regulations to curb the spread of substance-glamorizing material.
Healthier future
As World No Tobacco Day is celebrated on May 31, 2025, NACADA is leading awareness campaigns to expose deceptive marketing tactics that portray nicotine use as trendy. The goal is to foster a healthy, substance-free environment where Kenyan youth can thrive without the influence of harmful addictions.
To report content promoting substance abuse, NACADA offers a helpline at 1192, inviting the public to join efforts to combat this growing threat.
