A new regional study has raised concerns over increasingly sophisticated tobacco marketing strategies aimed at young women across Sub-Saharan Africa, with rising exposure driven largely by digital media, television and entertainment content.
The findings were presented in Abuja during an event marking the 2026 World No Tobacco Day by Gatefield, a public strategy and media organisation that conducted the research with support from the Gates Foundation.
Titled “The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa,” the study covered Nigeria, South Africa, Kenya, Rwanda and Senegal, examining how tobacco companies are shaping perceptions among young female audiences.
The report indicated that 77 per cent of respondents had encountered tobacco-related content through television, films and streaming platforms, while social media was identified as a rapidly growing channel for targeted advertising.
Young women aged 18–24 recorded the highest exposure, particularly on platforms such as Instagram, TikTok and YouTube, where influencer promotions, branded content and giveaways were commonly used to market tobacco products.
In South Africa, about 30 per cent of respondents reported seeing influencers promoting tobacco-related products, a trend researchers say is expanding across the region.
The study further observed that many of these marketing strategies frame smoking as a symbol of independence, confidence and modern lifestyle, despite widespread awareness of its health risks.
However, it also noted that cultural resistance remains strong, with around 76 per cent of respondents describing female smoking as unacceptable, even as repeated exposure to glamorised content continues to shape attitudes.
Co-principal investigator and Public Health Lead at Gatefield, Omei Bongos-Ikwue, said the tobacco industry has long targeted women in Africa but now relies more heavily on digital and influencer-driven strategies.
She noted that these evolving tactics are becoming more difficult to regulate due to the rapid growth of online platforms.
Gatefield’s Lead Researcher and Analytics Lead, Farida Adamu, warned that weak oversight of digital spaces is increasing young women’s exposure to harmful promotional content, calling for stronger accountability from technology companies and advertisers.
She urged regulators to enforce stricter controls on online platforms to prevent tobacco-related marketing from reaching young audiences.
At the presentation, Senator Ireti Heebah Kingibe, Chairperson of the relevant Senate Committee, said legislative efforts are ongoing to strengthen tobacco control laws and address emerging challenges such as e-cigarettes, synthetic nicotine products and online advertising practices.
Represented by Dr Mercy Kwabe, Senior Legislative Aide, she added that the senator’s office remains committed to supporting initiatives that promote health awareness and empower women and girls.
The study recommended stronger enforcement of advertising restrictions, increased funding for tobacco control programmes and expanded public awareness campaigns to counter misleading narratives linking smoking with empowerment.
It also called for closer cooperation between governments, civil society organisations and digital platforms to reduce targeted marketing practices that undermine public health across the region.
World No Tobacco Day, observed annually on May 31 and established by the World Health Organisation in 1987, aims to raise awareness about the dangers of tobacco use and strengthen global control measures.
The 2026 campaign theme, “Unmasking the Appeal – Countering Nicotine and Tobacco Addiction,” focuses on exposing how tobacco and nicotine industries use lifestyle branding, flavoured products and digital marketing to attract young people.
It also highlights the need to protect vulnerable groups, particularly women, girls and young people, from targeted advertising and misleading harm-related narratives surrounding tobacco use.