Nigeria: Tobacco Industry Uses Social Media to Promote Its Products

The tobacco industry in Nigeria is exploiting social media platforms to promote its so-called “socially responsible” activities and tobacco products in violation of the provisions of the National Tobacco Control Act, 2015 and its regulations, a new report by Corporate Accountability and Public Participation Africa (CAPPA) has revealed.

The report exposed how the tobacco industry has captured the virtual space in Nigeria to aggressively promote both its tobacco products and smoking culture as well as its corporate social responsibility (CSR) activities. The study was conducted with funding from the International Union Against Tuberculosis and Lung Disease (The Union), part of the STOP consortium, a global tobacco industry watchdog. The authors of the study analyzed popular social media platforms between 2016 and 2021 and identified 226 activities involving tobacco companies and their allies in Nigeria.

The results of the report indicate that during the period considered, the networks most exploited by the tobacco industry were: Facebook: 40% of the activities recorded; Twitter: 36 % and Youtube: 14 %; then came Instagram with 5 %; Blog/website: 3 % and Linkedin: 2 %.

Industry CSR activities promoted on government social media

The report shows how companies such as British American Tobacco Nigeria (BATN), through its charitable arm – British American Tobacco Nigeria Foundation (BATNF), Philip Morris International Nigeria Limited (PMINL) and other tobacco sector entities operating in Nigeria are using social media to communicate their CSR activities and enhance their image among the general public and policy makers.

CSR activities by the tobacco industry have been promoted on social media in some states in Nigeria, particularly Lagos and Oyo. Similarly, some public entities have even reported partnerships with the tobacco industry, for example in the implementation of projects to assist local populations. This situation is “worrying” according to CAPPA because it reinforces the position of manufacturers in their postulate of being socially responsible companies.

Using musicians and actors to promote a 'smoking culture'

CAPPA also found that some tobacco sellers and distributors such as Smokehubng and Dasmokehub are using their social media platforms to aggressively promote sales of tobacco products. They are also spreading a smoking culture through the promotion of content showing Nigerian music and movie icons smoking heavily.[1].

In June 2021, Nigerian civil society organizations pointed out the process of “normalization” of tobacco in society and launched the #SmokeFreeNollywood campaign to alert on the considerable presence of tobacco in films and series. CAPPA also highlighted the weight of influencers in the film industry and called for Nigerian films to no longer promote tobacco.[2].

A call for better implementation of the provisions of the Framework Convention

The Executive Director of Corporate Accountability and Public Participation Africa (CAPPA), Akinbode Oluwafemi, has stressed the need for the Nigerian government to regulate the activities of the tobacco industry, especially in the virtual space[3].

CAPPA urges the government to protect public health policies on tobacco control from the commercial and other interests of the tobacco industry in accordance with Article 5.3 of the WHO Framework Convention. The organization calls for these safeguards to be implemented across all government departments. According to the authors of the study, this also requires an end to all collaboration between ministries, public agencies and tobacco manufacturers or affiliated third-party organizations.

The group finally calls on the government to apply sanctions in the event of promotion and advertising in favour of tobacco or for any sponsorship operation which violates the legislation in force.

As of early January 2022, Nigeria had 110 million internet users. The scale of this consumption is further reinforced by the demographic structure of the country where the proportion of young people under 24 years of age among the 200 million inhabitants represents 70%. In this regard, Nigeria represents a highly profitable and promising market for the tobacco industry.

Keywords: Nigeria, social media, advertising, tobacco, CCLAT, CSR

©Generation Without Tobacco

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