A new study has flagged rising tobacco marketing targeting Nigerian women and girls, warning that tobacco companies are increasingly using television, films, streaming platforms and social media to glamorise smoking and appeal to younger female audiences.
The study, conducted by Abuja-based public policy firm Gatefield with support from 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 in television programmes, movies and streaming services, while women aged 18 to 24 recorded the highest exposure to influencer promotions and online advertising.
Titled “The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa”, the report examined how tobacco companies are deploying sophisticated marketing tactics, including flavours, packaging and messaging, to appeal to women across the region.
According to the findings, social media has become a major channel for targeting younger women, particularly through influencer promotions, product placements and giveaways on platforms such as Instagram, TikTok and YouTube.
In South Africa, for instance, 30% of respondents observed influencers promoting tobacco products, a trend that has rapidly spread across platforms like Instagram, TikTok, and YouTube. The stydy noted that while these tactics present smoking as an expression of independence and sophistication, they obscure the health risks and normalise tobacco use among a demographic traditionally resistant to smoking.
