British American Tobacco (BAT) Kenya has urged a collaborative approach to enhancing access to regulated alternatives to cigarettes, noting that countries which have embraced smokeless products have experienced more rapid declines in smoking rates.

The company made the call ahead of World Vape Day and World No Tobacco Day, marked on Friday and Saturday, respectively.

It said adult smokers who do not quit should be given access to less harmful options, such as vapes, heated tobacco and nicotine pouches, which release fewer toxicants than cigarettes.

“We believe that the evidence supporting a harm reduction approach is compelling, with Smokeless products regulated based on their lower risk profile, using the best available scientific evidence. This approach could accelerate Kenya’s progress towards achieving a smoke-free status,” said BAT Kenya Managing Director Crispin Achola, who also heads the firm’s East and Southern Africa markets.

He said BAT’s rollout of oral nicotine pouches in Kenya reflects its plan to keep pace with changing consumer trends and reduce cigarette-related harm.

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“BAT’s introduction of Smokeless products such as oral nicotine pouches into the Kenyan market reflects our commitment to meet the preferences of today’s adult smokers, while transforming our business by adapting to consumer and market changes with innovative nicotine products,” he said.

Achola added that regulation should focus on keeping the products out of the hands of underage users and ensuring high manufacturing standards.

He also warned that nearly four in ten cigarettes sold in Kenya are illicit, saying similar gaps should not be allowed to form in the market for new products.

"BAT transparently engages for progressive regulation that allows adult smokers to access better alternatives, enabling them to make informed decisions about switching, while protecting consumers through high product standards, preventing youth access, and curbing illicit trade," he stated.

"It is estimated that approximately 37 per cent (third party research) of the cigarette volume in Kenya is illicit, a worrisome statistic which is in nobody’s interest and one we would not want to see replicated for Smokeless alternatives."

Countries such as Japan, the US, New Zealand, Sweden and the UK, where these alternatives are already in use, have seen steeper drops in smoking.

Sweden, where oral tobacco products like snus have long been available and taxed at lower rates, now has the EU’s lowest smoking rate at 5.3 per cent, despite having similar tobacco use levels as the EU average.

Achola said open discussion and scientific research are key to reducing harm.

“Tobacco control has a role to play, and it is in everyone's interest to reduce the harm associated with smoking cigarettes. Addressing such a significant societal issue can only be achieved through open dialogue, sharing scientific research, and collaboration.”

BAT said the products are intended for adult use only and that it is committed to keeping them out of reach of minors.

“BAT is committed to preventing underage access to any nicotine product and emphasises that these products are for adults only.”