Global Tobacco Control Research Programme

Ukoabasi Isip

Tobacco industry targeting of youth in Nigeria since the 1990s:

An analysis of tobacco industry documents

Abstract
Significance of study:
Nigeria is seen by transnational tobacco companies (TTCs), seeking to compensate for declining sales in
traditional markets, as a key emerging market. With a population of 180 million people, and gross do-
mestic product (GDP) per capita of US$1092 in 2014, Nigeria is the seventh most populous country in
the world and Africa’s largest consumer market. Existing evidence shows that a key strategy by TTCs, to
grow new markets worldwide, has been to target youth. Given that half of regular smokers eventually
die of their habit, tobacco companies must sustain demand by recruiting new users to replace
them. Studies worldwide show that youth who start smoking in secondary school (13-18 years) are at
least twice more likely to continue smoking than those who begin smoking after this age. About 22% of
the Nigerian population is aged between 10 to 19 years.

BAT head office and factory in Ibadan, Nigeria

Nigerian population distribution by sex and age

Loopholes in tobacco legislation in Nigeria

Methods:
The study systematically searched the Truth Tobacco Industry Documents Library,
and available secondary sources on industry activities, to identify such
activities. The study then applied the three streams of the theory of triadic
Results:
influence to organize document findings, and understand how TTCs sought to
• The findings suggest TTCs have
influence the smoking behaviour of Nigerian youth. This data was supplemented by
key informant interviews with representatives of the Nigerian government, actively targeted youth in
Nigeria since the 1990s, with a
nongovernmental organizations concerned with tobacco control, and scholars
focus on changing behaviour
studying Nigeria and tobacco.
through the environmental/
cultural and social streams.
Frequencies of use of the word “youth” in tobacco industry documents
• The data obtained from the TID
search showed that the tobacco
industry in Nigeria influenced
youth in all three streams and at
all three levels (ultimate, distal
and proximal) of each stream.
Key recommendations:
• The most common stream of • This research found evidence that youth have access to tobacco products through retailers engaged in underage sales,
influence observed was the selling single sticks and retail outlets near schools and other locations where youth frequent. While there are some
regulations restricting sales to minors, there appears to be an absence of monitoring and enforcement by relevant
cultural/environment.
authorities at the federal, state and local government levels. FCTC Article 16 addresses sales of tobacco products to and
by minors. It is recommended that the Nigerian government review current tobacco control measures to ensure
compliance with Article 16, and to increase the enforcement of such regulations.
Dominant themes:
Invitation to secret smoking party • This research found evidence of the targeting of youth by the tobacco industry through CSR activities. Nigeria
• use of media and advertising to currently permits the tobacco industry to engage in YSP programmes, such as industry-sponsored YSP messages
depict smoking behaviours in communicated at the point of sale. This is despite the FCTC Article 5.3 and the NTCA prohibiting all forms of CSR by
the industry. YSP should be undertaken exclusively by the federal and state ministries of health, in association with
aspirational ways, public health organizations. The provision under the NTCA banning industry sponsorship of sports and other youth-
• ensuring product availability in related events should be strictly enforced. This should be part of a prohibition on CSR activities, alongside any
associations or partnerships with the tobacco industry, by government. It is recommended that the government adopt
venues frequented by youth, and implement measures for preventing industry interference in public health policies, based on FCTC Article 5.3
• perceived cost and benefits of guidelines, including CSR activities purporting to support youth smoking prevention.
• This research found that the limited contemporary evidence of tobacco industry activities targeting youth in Nigeria
smoking (cultural/environment),
comes from scholars, civil society organizations and media reports of their findings. In view of the slow pace of
• messaging to overcome social implementation of the NTCA, these groups have disseminated information to the public on the weak state of tobacco
stigma based on a desire to control in Nigeria and the links between government and industry. CSOs have also strengthened implementation of the
FCTC. It is recommended that the role of CSOs and scholars be supported, as key partners in the monitoring of
conform with peers (social); and tobacco industry activities in Nigeria including youth targeting, in the absence of government commitment to
• strategies to enhance self-image
implementing the NTCA.
Conclusion:
through tobacco use behaviours
The study recommends a substantial strengthening of protections in the implementation of the National Tobacco Control Bill
Photograph of Nigerian vendor promoting BAT YSP programme (biology/personality). adopted into law in 2015 but not yet implemented.
Packaging samples from Nigeria Conflict of interests: The researcher has no conflict of interests to declare.

Isip, U. (2017). Tobacco industry targeting of youth in Nigeria since the 1990s: An analysis of tobacco industry documents. MSc Thesis. Simon Fraser University. Available from http://summit.sfu.ca/item/17560

The Global Tobacco Control Research Programme, led by Professor Kelley Lee (Tier 1 Canada Research Chair, Faculty of Health Sciences, Simon Fraser University) is an international and interdisciplinary collaboration with researchers from the
UK (London School of Hygiene and Tropical Medicine, University of York), USA (San Diego State University), Australia (Macquarie University) along with additional collaborators in Asia, Latin America, Africa and Europe. This research pro-
gramme aims to understand the dual and dynamic relationship between the tobacco industry and globalization, generating new knowledge of industry activities and strategies within the changing world economy to inform stronger tobacco control
measures. This project is funded by the National Cancer Institute, US National Institutes of Health, Grant Number R01-CA091021. Special thanks to Professor Kelley Lee and Dr. Julia Smith for their contributions to this poster presentation. Travel
support was provided by the Society for Research on Nicotine and Tobacco and Djavad Mowafaghian Foundation scholarships sponsored the field work for this research in Nigeria.