Nigeria confronts surge in tobacco marketing aimed at women and youth

World No Tobacco Day on 31 May highlighted the tobacco industry’s ongoing efforts to attract children and adolescents with flavored products, sleek branding and digital campaigns. In Nigeria, a country with one of the world’s largest youth populations, these tactics have been linked to early addiction and health problems, exemplified by a 21‑year‑old from near Abuja who developed lung disease after early tobacco use.

A study by the Abuja‑based firm Gatefield, supported by the Gates Foundation, found that more than 77 % of women surveyed across Nigeria, South Africa, Kenya, Rwanda and Senegal reported exposure to tobacco‑related content on television, films and streaming services. Women aged 18‑24 reported the highest exposure to influencer promotions and online advertising, especially on Instagram, TikTok and YouTube. Despite cultural stigma—about 76 % deem female smoking “not at all acceptable”—the industry frames tobacco use as a sign of independence and sophistication.

The report calls for urgent policy reforms, stricter enforcement of advertising bans, and platform accountability to curb the growing threat to public health, particularly among young women and girls in Nigeria.