A new report has revealed that tobacco companies are increasingly deploying sophisticated marketing strategies to target women and girls across Sub-Saharan Africa, raising concerns among public health advocates and stakeholders.
The report, titled “The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa,” was conducted by Abuja-based public policy firm Gatefield with support from the Gates Foundation.
According to the findings, more than 77 per cent of women surveyed in Nigeria, South Africa, Kenya, Rwanda and Senegal said they had been exposed to tobacco advertising and tobacco-related content through television, movies and streaming platforms.
The study noted that tobacco firms are leveraging entertainment media, social media influencers, attractive product packaging, flavours and targeted messaging to appeal to young women, often portraying smoking as a symbol of independence, sophistication and empowerment.
Researchers identified social media as one of the leading channels for tobacco promotion, particularly among women aged 18 to 24, who reported the highest exposure to influencer marketing, product placements and promotional giveaways.
Speaking during the presentation of the report, Gatefield’s Public Health Lead and co-principal investigator, Omei Bongos, said the findings expose a long-standing effort by the tobacco industry to attract African women.
“The tobacco industry has been targeting African women for years. Our research presents a gender-specific analysis that makes clear just how the industry has been doing this,” Bongos said.
Also speaking, Senator representing the Federal Capital Territory, FCT, Ireti Kingibe, pledged support for efforts aimed at strengthening Nigeria’s tobacco control framework.
Represented by her legislative aide, Dr Mercy Kwabe, the senator said attention would be focused on enforcing existing regulations and addressing emerging challenges such as e-cigarettes, synthetic nicotine products and unregulated digital advertising.
“True empowerment for African women should be rooted in health, leadership and well-being, not addiction,” she said.
The lead researcher of the study, Farida Adamu, called for urgent regulatory measures, including stronger oversight of technology companies hosting tobacco-related promotional content.
“Without immediate regulatory action, including platform accountability that holds tech companies accountable, the risks to public health are immense as younger generations of African women face increasing exposure to harmful and misleading tobacco marketing online,” Adamu warned.
