By Blessing Bature
A recent study has raised concerns about the increasing efforts of tobacco companies to attract women and girls in Nigeria through flavoured nicotine products, social media campaigns and messaging that portrays vapes and e-cigarettes as less harmful than traditional cigarettes.
The research, conducted by Abuja-based public policy organisation Gatefield, examined tobacco marketing trends among women and girls in five African countries and identified significant exposure to tobacco-related content, particularly through entertainment and digital platforms.
The findings were presented during a virtual event ahead of World No Tobacco Day, observed annually on May 31 to promote awareness of the health risks associated with tobacco use and encourage stronger control measures.
Researchers said tobacco manufacturers are reshaping their marketing approaches to appeal to female consumers by linking tobacco and nicotine products to ideas of independence, modernity, beauty and social status.
The study, titled The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa, surveyed participants in Nigeria, South Africa, Kenya, Rwanda and Senegal with support from the Gates Foundation.
According to the report, more than three-quarters of respondents said they had encountered tobacco-related content through television programmes, films and streaming services. Nearly one-quarter of those surveyed reported having used tobacco products, while women between the ages of 18 and 24 were identified as the demographic most heavily targeted by tobacco marketing efforts.
Presenting the findings, Gatefield’s Public Health Lead and co-principal investigator, Omei Bongos, said tobacco companies increasingly promote vapes and e-cigarettes using so-called harm-reduction messages that suggest these products are safer than conventional cigarettes.
She noted that such narratives can be particularly influential in societies where smoking among women remains largely frowned upon.
The study found that 76 per cent of respondents viewed smoking by women as culturally unacceptable, although attitudes differed in South Africa, where a larger proportion considered it socially acceptable.
In Nigeria, 85 per cent of participants reported seeing tobacco products featured in films and television programmes. Similar levels of exposure were recorded in South Africa and Kenya, while Senegal and Rwanda reported comparatively lower figures.
The report also highlighted the growing use of flavoured tobacco products and lifestyle-driven advertising strategies aimed at women. Researchers found that some promotional messages associate vaping with weight control, beauty and wellness, with some respondents reporting exposure to claims that vaping could compensate for nutrients missed when skipping meals.
Social media emerged as another major channel for tobacco promotion. Nearly half of respondents said they had seen tobacco-related content online through influencers, product placements and promotional giveaways.
Bongos said that despite restrictions on conventional tobacco advertising, weak enforcement and cross-border digital marketing continue to provide opportunities for companies to reach consumers through online content and entertainment platforms.
