A new multi-country study has raised alarm over what researchers describe as aggressive and evolving tobacco marketing tactics targeting young women in Sub-Saharan Africa, with increased exposure through digital platforms, television, and entertainment media.
A public strategy and media group, Gatefield, unveiled the report on Friday in Abuja as part of activities marking the 2026 World No Tobacco Day.
The study titled “The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa”, was conducted by public strategy organisation Gatefield with support from the Gates Foundation.
It surveyed women and girls in Nigeria, South Africa, Kenya, Rwanda and Senegal.
The theme for World No Tobacco Day, observed annually on May 31, “Unmasking the Appeal: Countering Nicotine and Tobacco Addiction,” calls for urgent action to expose deceptive tactics used by the tobacco industry.
It found that no fewer than 77 per cent of respondents had encountered tobacco-related content via television, movies and streaming platforms, while social media had become a growing channel for targeted promotions.
According to the report, women aged 18–24 recorded the highest exposure to tobacco marketing on platforms such as Instagram, TikTok and YouTube, often driven by influencer content, product placements and promotional giveaways.
In South Africa, about 30 per cent of respondents said they had seen influencers promoting tobacco products, a trend researchers say was increasingly spreading across the region.
The study noted that such marketing strategies often portrayed smoking as a symbol of independence, sophistication and empowerment, in spite of widespread awareness of its health risks.
However, it also found that cultural resistance remained strong, with about 76 per cent of respondents describing female smoking as “not at all acceptable,” even as repeated exposure to glamourised messaging continued to influence perceptions.
“The tobacco industry has been targeting African women for years,” said co-principal investigator and Public Health Lead at Gatefield, Ms Omei Bongos-Ikwue,
Bongos-Ikwue said the industry’s strategies had become more sophisticated and digitally driven.
Lead Researcher, Ms Farida Adamu, Analytics Lead at Gatefield, warned that weak regulation of digital spaces was worsening exposure among young women, calling for stronger accountability for technology platforms and advertisers.
Adamu urged regulatory action that would include holding social media companies accountable for tobacco-related promotions targeting young audience sentiment.
At the presentation of the report, Chairperson of the Committee, Sen. Ireti Heebah Kingibe, said legislative efforts were underway to strengthen tobacco control policies and address emerging products such as e-cigarettes, synthetic nicotine, and unregulated digital advertising.
Kingibe, who was represented by Dr Mercy Kwabe, Senior Legislative Aide, added that the Senator’s office would support initiatives promoting health-focused empowerment for women and girls.
The study recommended stricter enforcement of advertising bans, increased budgetary allocation for tobacco control, and sustained public awareness campaigns to counter industry narratives that associate smoking with empowerment.
It further called for stronger collaboration between governments, civil society, and digital platforms to curb targeted marketing strategies seen as undermining public health across the region.
The World No Tobacco Day, observed annually on May 31, was established in 1987 by the World Health Organisation to raise awareness about the dangers of tobacco use and promote effective control measures.
The 2026 theme, “Unmasking the Appeal – Countering Nicotine and Tobacco Addiction,” focuses on exposing how tobacco and nicotine industries use flavoured products, digital marketing and lifestyle branding to attract young people and sustain addiction.
The campaign also highlights the need to protect vulnerable groups, particularly women, girls and youth, from targeted marketing and misleading “harm reduction” narratives.
