RismadarVoice Reporters
June 1, 2026
The Nigeria Tobacco Control Alliance (NTCA) has raised concerns over what it describes as persistent efforts by the tobacco industry to target Nigerian youths through social media, entertainment content, and lifestyle marketing, despite existing national control laws.
World No Tobacco Day, observed annually on May 31, is aimed at raising awareness of the health risks associated with tobacco use. This year’s theme, “Unmasking the appeal countering nicotine and tobacco addiction,” focuses on countering industry marketing tactics.
The NTCA said tobacco companies continue to exploit young people’s aspirations and emotions by promoting smoking, vaping, and shisha through attractive branding, flavours, and digital content.
According to the group, Nigerian youths are frequently exposed to tobacco-related imagery across music videos, fashion trends, and social media platforms, often in ways that normalise nicotine use.
“Behind the glamorous facade lies a harsh reality of addiction, disease, and suffering within our communities,” the statement noted.
The alliance expressed concern that despite Nigeria’s National Tobacco Control Act of 2015 and its 2019 implementation regulations, enforcement gaps have allowed continued indirect advertising and promotional strategies.
It further highlighted the growing presence of tobacco content in entertainment media, warning that such exposure influences adolescent behaviour and increases the risk of early nicotine use.
Recent regulatory steps, including restrictions introduced by the National Film and Video Censors Board (NFVCB) in 2025 on the depiction of smoking in films, were acknowledged as progress. However, the group insisted that stronger enforcement is still required.
The World Health Organisation (WHO) has also warned that tobacco companies are increasingly targeting younger audiences through flavoured nicotine products and vaping devices packaged to appear trendy and less harmful.
The NTCA also cited research suggesting that gender-focused marketing strategies are being used to associate smoking with independence, beauty, and social status, raising concerns about potential increases in tobacco use among women.
On public health impact, the alliance said tobacco-related diseases contribute significantly to Nigeria’s healthcare burden, with WHO estimates indicating millions of deaths globally each year linked to tobacco use and secondhand smoke exposure.
In 2025, Nigerian authorities imposed a N110 million fine on British American Tobacco Nigeria over violations of tobacco control regulations, underscoring ongoing enforcement efforts.
Despite such actions, the NTCA said industry influence and weak monitoring systems continue to undermine national tobacco control efforts.
Citing recent studies, the group warned that nearly one in five Nigerian adolescents aged 13 to 15 have experimented with tobacco products, while about one in ten are current smokers figures it described as deeply alarming.
The alliance also estimated that tobacco-related illnesses cost Nigeria over N211 billion annually in healthcare expenses and lost productivity, adding that these losses strain national development priorities such as education, healthcare, and food security.
It further referenced global health data indicating that tens of thousands of deaths in Nigeria are linked annually to tobacco-related diseases, including cancer, cardiovascular conditions, and chronic respiratory illnesses.
The NTCA called on the federal government to strengthen enforcement of existing laws, close regulatory loopholes, and ensure a complete ban on tobacco advertising, promotion, and sponsorship across all platforms, including digital media.
It also urged parents, educators, policymakers, and young people to collaborate in reducing nicotine addiction and resisting what it described as commercial exploitation by the tobacco industry.
“While the tobacco industry continues to promote appealing images to protect its profits, the reality remains clear: tobacco has no place in a healthy, productive, and prosperous future for Nigeria,” the statement reads.
