Study warns tobacco firms target Nigerian women with flavored vapes, social media ads
Gatefield presented a study ahead of World No Tobacco Day showing over 77% of women across five African countries encountered tobacco-related content, with 85% of Nigerian respondents seeing it in TV and films and 46% exposed via social media. The research found 24% of surveyed women had tried tobacco products, and those aged 18–24 are the primary target for marketing that links vapes and e‑cigarettes to freedom, sophistication, health and weight‑management.
These findings matter because tobacco companies are using flavours like mint and vanilla, lifestyle messaging, and influencer promotions to make emerging products appear safer and appealing, despite cultural norms that still deem smoking unacceptable for most women. Such tactics undermine public health efforts and could increase nicotine addiction among young Nigerian women who are already seeing tobacco content regularly in media and online.
Experts at the virtual event called for gender‑responsive regulations covering all nicotine products, banning flavours and colourful packaging, imposing comprehensive restrictions on digital advertising and influencer marketing, and holding social media platforms accountable for detecting and removing tobacco‑related promotional content, similar to the EU’s Digital Services Act. Will you support banning flavored vapes and stricter social media ad rules to protect young women from tobacco marketing?