Unmasking the Appeal: Experts Expose Tobacco Industry’s Deadly Tactics on Africa’s Youth at World No Tobacco Day Discussion

Unmasking the Appeal: Experts Expose Tobacco Industry’s Deadly Tactics on Africa’s Youth at World No Tobacco Day Discussion

    Unmasking the Appeal: Experts Expose Tobacco Industry’s Deadly Tactics on Africa’s Youth at World No Tobacco Day Discussion

Health experts, journalists and advocates from across Africa gathered for a special webinar themed “Ubuntu: Unmasking the Appeal, Exposing Tobacco Industry Tactics” organised by Renevlyn Development Initiative to mark World No Tobacco Day 2025. The event spotlighted how the tobacco industry continues to target young Africans through deceptive digital marketing and covert partnerships.

The Digital Trap: Social Media as a Gateway to Addiction

Speaking on findings from Nigeria, UK-based tobacco expert Oluchi Joy Robert revealed how the industry exploits digital platforms to hook young people.

“According to the United Nations Population Fund, over 30% of Nigeria’s population are aged between 10 and 24. The tobacco industry knows this and has shifted their activities online. They have a 40% presence on Facebook, run influencer campaigns on Twitter, and promote products on Instagram, YouTube, and even LinkedIn,” she said.

She disclosed disturbing evidence of online tobacco sales through platforms like Jumia and Konga, enabling underage youth to easily access these harmful products.

“They label their activities as CSR such as catfish farming initiatives in Lagos but it’s a guise to embed tobacco branding in young minds,” Oluchi warned.

Zambian Findings: Cigarettes Sold Cheaper Than Sweets

Paxina Phiri, a communication specialist and Chairperson of the Zambia Media Network Against Tobacco, shared shocking results from a study of 475 outlets near schools.

“In Zambia, cigarettes are sold in 99% of surveyed kiosks within 100 metres of schools. A single stick of cigarette is cheaper than a sweet. They’re placed right where children buy candy eye-level displays, flashy packaging, and flavorings make it more appealing,” he said.

“We’ve seen posters in malls saying ‘Vaping is cool.’ This is direct youth targeting. One billboard even had to be taken down after we raised concerns.”

South African Trends: From Camel Ads to E-Cig Gimmicks

Professor Catherine Egbe, Senior Scientist at South African Medical Research Council, traced the tobacco industry’s evolution of manipulation.

“Decades ago, they claimed doctors preferred Camel cigarettes. Today, they use e-cigarettes, vapes, nicotine pouches, and flavored products to trap youth. Some are even designed like toys,” she said.

Egbe revealed how industry leaders lied under oath in 1994, denying their products were addictive despite admitting in internal documents as early as 1963.

“They now publicly acknowledge smoking is harmful but continue to push nicotine through modern products while evading regulations, especially in Africa where laws are weak,” she noted.

She warned of the rise of products like “nicotine gummies” and “vape shops with cartoonish designs,” all aimed at minors.

Tobacco’s Impact on SDGs: Poverty, Education, Environment

Caleb Ayong, Founder of Vital Voices for Africa, emphasised tobacco’s broader societal impact, linking it to at least 14 Sustainable Development Goals.

“Tobacco worsens poverty people sacrifice food, education, and healthcare to feed addiction. In Malawi, each hectare used for tobacco could yield 14.6 tons of potatoes,” he said.

“Women face unique risks, including faster nicotine dependence, infertility, and increased cancer risks. For children, smoking impairs brain development and learning.”

He called out environmental degradation from cigarette waste and land use, citing 4.5 trillion cigarette butts dumped yearly, most ending up in oceans.

Ubuntu Call: Media and Advocates Must Unite

Opening the event, organisers stressed the importance of the Ubuntu philosophy “I am because we are” as a unifying force in the fight against tobacco exploitation.

“Ubuntu means my life has no value unless your life has dignity, health, and freedom. Today, it calls us to act against an industry that seeks to divide and addict us,” said Ajieng Otieno of BIN Africa.

Mr Philip Jakpor, the Executive Director of Renevlyn Development Initiative, urged journalists to use their platforms to hold the industry accountable and share human-centred stories that evoke action.

“The media must go beyond reporting. It must investigate, expose, and humanise the damage of tobacco on our youth,” said Philip.

This year’s World No Tobacco Day theme has not only unmasked the sinister appeal of tobacco to Africa’s youth but also issued a clear call to arms for journalists, civil society, and policymakers.

Together, under Ubuntu, the continent can reclaim its future from an industry that profits off addiction.