Tobacco use is the topmost preventable cause of death in Kenya according to the Ministry of Health. [...] the government continues to take a quit or die approach to tobacco control. Kenya urgently needs to shift its focus away from this and embrace a harm reduction mindset. However, we remain very far from this and it threatens hundreds if not thousands of lives. [...] Dr Kgosi Letlape, a doctor and AHRA President noted, most of the harm caused by cigarettes is from the burning of tobacco. If smokers switch to alternative products which don’t contain tobacco, you instantaneously reduce the harm and ultimately save lives.