Youth at Risk: Nigerian NGOs Raise Concerns Over Industry-Backed Nicotine Marketing Campaigns
Tobacco control advocates in Nigeria have issued a stern warning to the government and health authorities about covert efforts by local tobacco industry allies and a Swedish group to market nicotine products to Nigerian youth under the guise of “harm reduction.”
In a joint statement, the Nigerian Tobacco Control Alliance (NTCA), Corporate Accountability and Public Participation Africa (CAPPA), and Gatefield condemned these tactics, which threaten to undo years of progress in tobacco control and public health.
The organizations highlighted that at least 43 countries have banned vaping products, and 26 others have prohibited heated tobacco devices due to health risks and unethical marketing practices, emphasizing that Nigeria should not become a dumping ground for these rejected products.
They criticized a recent event in Abuja organized by an entity claiming to be a “Swedish harm reduction organization,” which aimed to promote “localised harm reduction strategies” and touted the “Quit Like Sweden” model. While claiming to offer safer alternatives for smokers, the group simultaneously launched campaigns marketing these products as “safer options,” raising suspicions of deceptive marketing.
NTCA, CAPPA, and Gatefield warned that the tobacco industry is exploiting harm-reduction rhetoric to recruit Nigeria’s youth into nicotine addiction, with some claiming that “there can never be a nicotine-free world”—a statement they see as evidence of the industry’s intent to sustain addiction rather than eliminate it.
CAPPA’s Executive Director, Akinbode Oluwafemi, emphasized, “There is no safe level of nicotine. These so-called safer alternatives are a dangerous lie fueling our youth’s addiction crisis.”
He cited WHO data indicating that 15 million children aged 13 to 15 are addicted to e-cigarettes globally, with children nine times more likely than adults to vape. Oluwafemi warned that the industry’s endgame appears to be maintaining a pipeline of young users to replace those harmed or lost by tobacco products.
The organizations called on Nigeria’s government to swiftly enforce existing laws—such as taxation, advertising bans, plain packaging, age restrictions, and cessation programs—and to show political will to curb youth access to nicotine.
Makanjuola from NTCA stressed that Nigeria already possesses the legal tools needed to combat nicotine proliferation but requires stronger enforcement. He condemned industry-backed campaigns aimed at normalizing nicotine use among youth, which are often disguised as educational initiatives.
Gatefield’s Omei Bongos-Ikwue added that the tobacco industry’s true goal is not eradication but marketing that appeals to young people. Nigeria, as a signatory to the Framework Convention on Tobacco Control (FCTC), must remain vigilant against these tactics and prioritize policies that prevent initiation and end tobacco and nicotine addiction.
The groups reiterated that comprehensive tobacco control policies have proven most effective worldwide in reducing use and encouraging quitting. Nigeria must align with these best practices and develop solutions suited to its social realities rather than adopting foreign narratives that ignore local contexts.
Finally, they urged parents, educators, and the public to stay alert to the infiltration of nicotine products into everyday environments. Failure to act swiftly could lead Nigeria into a significant public health crisis, they warned.