WHO: Vapes turning ‘toxic products into youth-friendly bait’

It goes by many names: a “vape,” a “puff,” or “just a little flavour”, but to the body, it is all the same: nicotine. Despite changing forms and packaging, nicotine remains an addictive and harmful substance.

Whether inhaled through a shiny vape pen, a fruity puff, or a rolled cigarette, the impact is similar; it affects the lungs, the heart, and the brain.

When e-cigarettes entered the market, they were promoted as a cleaner and safer alternative to smoking; no smoke, no tar. But health experts say that is misleading.

“Vaping doesn’t eliminate harm; it just changes the form it takes,” the Ministry of Health (MOH) notes.

According to the MoH, flavoured vapes and nicotine pouches are “bait” that make addiction more appealing to young people.

“Bubblegum, candy, and fruit flavours are masking addiction. Over 650,000 adolescents in Kenya have already tried tobacco or nicotine,” the ministry said in its World No Tobacco Day 2025.

The World Health Organization (WHO) has also warned that flavourings in nicotine and tobacco products not only make quitting more difficult but are linked to serious lung diseases.

“Flavours like menthol, bubble gum, and cotton candy mask the harshness of tobacco and nicotine products, turning toxic products into youth-friendly bait,” WHO Director-General Dr. Tedros Adhanom Ghebreyesus said in a recent report.

In the report, the WHO pointed out that flavour accessories in tobacco products enhance attractiveness and appeal, revealing how flavours and accessories like capsule filters and click-on drops are marketed to bypass regulations and hook new users.

“Without bold action, the global tobacco epidemic — already killing around 8 million people each year — will continue to be driven by addiction dressed up with appealing flavours,” said Dr Ghebreyesus.

Locally, the Pink Hearts Cancer Support Foundation has condemned the rising trend of smoking, noting that tobacco kills over 12,000 Kenyans annually – about 33 deaths each day. One in every six deaths linked to tobacco-related illnesses is due to smoking.

In May 2024, the Kenya Tobacco Control and Health Promotion Alliance (KETCA) urged the government to ban and remove nicotine pouches, e-cigarettes, vapes, and shisha from the market until a proper legal framework is in place to regulate them.

Nicotine affects the brain’s reward system by triggering the release of dopamine, the chemical responsible for feelings of pleasure.

Researchers say when nicotine floods the brain, dopamine creates a temporary sense of relief, reinforcing the urge to continue using it.

Over time, the brain becomes dependent on nicotine just to feel normal, leading to withdrawal symptoms such as anxiety, irritability, restlessness, and difficulty concentrating.

Yet the effects of nicotine go far beyond addiction; for young people, nicotine use can interfere with brain development, affecting memory, attention, and learning.

Studies have also linked prolonged nicotine exposure to increased risks of depression and anxiety.

Similarly, a 2017 study by the University of North Carolina in the United States found that e-cigarettes produce several harmful chemicals, including acetaldehyde, acrolein, and formaldehyde — compounds that can cause lung and cardiovascular diseases.

•           Increase heart rate

•           Elevate blood pressure

•           Disrupt hormone and insulin balance

•           Affect sleep patterns

•           Contribute to cancer-related illnesses and chronic bronchitis

Many users believe they can control their intake, “just one puff” when stressed or socializing, but experts warn that dependence often develops quickly, making occasional use difficult to maintain.

While quitting nicotine can be challenging, it is achievable. Health experts recommend counselling, therapy, and community support as effective tools for recovery.

Whether through cigarettes or vapes, nicotine remains a harmful substance. The healthiest choice is not switching products, but stopping altogether.