Groups warn against the clandestine marketing of nicotine-based products in Nigeria 

From Attah Ede, Makurdi 

Tobacco control advocacy organisations in Nigeria, have called on the Federal Government, health authorities, and relevant stakeholders to take immediate action against the clandestine marketing of nicotine-based products disguised as “harm reduction education” by local tobacco industry fronts and a group from Sweden.

In a joint statement, the Nigerian Tobacco Control Alliance (NTCA), Corporate Accountability and Public Participation Africa (CAPPA), and Gatefield warned that the tobacco industry, through its cronies, is covertly introducing these products to Nigerian youth, including students, thus threatening to reverse years of progress in tobacco control and public health.

They noted that this move comes at a time when at least 43 countries have banned nicotine vaping products, and 26 others have prohibited heated tobacco products due to health concerns, unethical marketing, and the urgent need to prevent youth addiction.

“Nigeria cannot be a dumping ground for these rejected products,” the organisations declared. “The government has a duty to protect citizens from this dangerous tactic.”

They cited a recent event in Abuja organised by an industry front group posing as a “harm reduction organisation from Sweden,” describing it as a deliberate attempt by the tobacco industry to derail the full implementation of Nigeria’s tobacco control laws and worsen the country’s growing non-communicable diseases (NCD) crisis.

According to media reports, the group urged Nigeria to adopt a “localised harm reduction strategy” and “learn from the Quit Like Sweden model.” While claiming to promote alternatives for smokers, the group simultaneously launched mass media campaigns marketing the products to the general public as “safer options”.

NTCA, CAPPA, and Gatefield described this as a deceptive rebranding of tobacco marketing, warning that the tobacco industry is exploiting harm-reduction rhetoric to recruit a new generation of nicotine users.

They also condemned the Swedish group’s claim that “there can never be a nicotine-free world”, calling it the clearest evidence yet that the industry is deliberately perpetuating addiction while most countries are adopting endgame tobacco strategies aimed at a nicotine-free future.

Akinbode Oluwafemi, Executive Director of CAPPA, said, “There is no safe level of nicotine. These groups are marketing nicotine pouches, vapes and heated tobacco devices as harm-reducing or safer alternatives, and that is a dangerous lie that fuels a youth addiction crisis right here at home.”

Oluwafemi cited recent World Health Organization (WHO) data showing that at least 15 million children aged 13 to 15 are already addicted to e-cigarettes, with children being nine times more likely than adults to vape.

“This is the so-called ‘smoke-free future’ the industry envisions — one that sustains a steady pipeline of young addicts to replace those killed or harmed by tobacco and nicotine products so shareholders can keep smiling to the bank,” he said.

He urged the government to adopt bold, decisive actions to eliminate youth access to nicotine products, protect children, and end the nicotine epidemic in Nigeria.

“Harm is harm; there is no safe level of poison. Any message suggesting nicotine can be safely used is a public health misstep with devastating consequences for our youth and families. Nigeria must prioritise the elimination of access and strict enforcement of comprehensive protections over any form of so-called harm reduction marketing,” he said.

Olawale Makanjuola, NTCA Alliance Coordinator, corroborated this view, stressing that the country already has a robust legal framework that, if properly implemented, can curb the spread of nicotine addiction.

Makanjuola added, “We have the tools: strong taxation, comprehensive advertising bans, plain packaging, strict age verification, and well-funded cessation support. What’s needed is political will. 

“Industry-backed programmes falsely claim not to target youths, yet they simultaneously launch ‘educational’ campaigns in schools that normalise nicotine use. These are Trojan horses disguised as public health initiatives.”

Similarly, Omei Bongos-Ikwue, Health Communications, Policy and Advocacy Specialist at Gatefield, backed the call for more robust policies to protect the youth.

“The industry does not seek to eradicate tobacco and nicotine, but to dress itself in packaging that attracts its most important market, the youth. As a party to the Framework Convention on Tobacco Control (FCTC), Nigeria must protect public health policies from the tobacco industry’s commercial interests. 

We must maintain our focus on preventing initiation and ending the epidemic, not advancing nicotine addiction.”

The statement noted that global evidence consistently shows that comprehensive tobacco control policies, not alternative product marketing, drive quitting rates and reduce tobacco use prevalence.

“Nigeria must align with global best practices and stand firm against the industry’s deceptive harm-reduction tactics. Beyond that, we must also develop home-grown public health solutions that reflect our social and local realities, not copy and paste narratives from countries where nicotine addiction is already entrenched. Nigerian youth do not need new forms of addiction disguised as lifestyle accessories.” the organisations warned.

They further urged parents, guardians, school authorities, and the general public to stay vigilant against the growing infiltration of these nicotine products into everyday spaces. 

“If our public institutions and communities fail to act now, Nigeria risks importing a major public health crisis,” the statement concluded.