Globally, tobacco industry players employ various deceptive and manipulative tactics to interfere with public health policies, promote their addictive products, and target young people, all while attempting to portray themselves as socially responsible. Some of these tactics include:

Parties to the WHO FCTC should protect their public health policies from the commercial and vested interests of the tobacco industry, in accordance with national laws. However, the tobacco industry and its allies have become part and parcel of the institutional structures in Nigeria.11 The tobacco industry’s tactics of interfering with or weakening public health policies include the use of front and third-party groups, such as trade associations and farmer groups, as well as economic reports that aim to hinder regulations.

There are numerous instances where the tobacco industry in Nigeria uses front groups to aid its efforts to undermine tobacco control.

For instance, the tobacco industry hides behind front groups that promote educational initiatives. The Global Action to End Smoking (previously known as the Foundation for a Smoke-Free World), funded by Philip Morris International, was specifically cited as being involved in financing education initiatives. The organization funds the Conrad Nigeria Challenge, which encourages innovative young minds in the country to collaborate and develop innovations and inventions with market potential. The Global Action To End Smoking also funds the Knowledge Action Change Scholarship, which runs an initiative called Tobacco Harm Reduction Nigeria. This initiative promotes industry arguments to replace tobacco products with less dangerous alternatives. Through these initiatives, the industry subtly distances itself from the harms of its products while positioning itself as a stakeholder in public health.

The tobacco industry is one of the richest industries. Companies have deep pockets, but when you decentralize tobacco control they cannot fight all the states and governments at the same time. So, they become weaker when tobacco control moves closer to people. People at the local level also know what they want. The best way to address and prevent tobacco use is not to concentrate all your fight with the central government. The tobacco industry cannot fight against thousands of local governments.

(Academic) – TCDI Nigeria Assessment Mission

The tobacco industry has historically employed a multitude of tactics to shape and influence tobacco control policy.

It has used its lobbying and marketing machinery to manipulate the media in order to discredit proven scientific research and influence governments to promote and distribute its products. Below are some examples of industry interference.

Women in low and middle-income countries like Nigeria are often targeted by the tobacco industry, which describes them as an ‘untapped market’.

In many African countries, the prevalence of smoking among women is much lower than it is among men. The tobacco industry is well aware of the differences in the prevalence of tobacco use between men and women. Consequently, it uses different marketing strategies to target men and women. For instance, tobacco companies commonly use sponsorships, promotions, and other advertising mechanisms to target women and young girls (for example, they may sponsor the corporate social responsibility events of women’s organizations). In Nigeria, girls are more likely than boys to be exposed to tobacco promotions and advertisements. Similarly, adolescents residing in rural areas are more likely to be exposed to TAPS than those in urban areas. The industry often claims that it supports the empowerment of women and young girls through its advertisements. In as much as the tobacco industry primarily targets women, men (who have a significantly higher tobacco use prevalence than women) are also targeted through masculine imagery.

The use of flavoured cigarette brands is increasing in developing and developed countries.

The prevalence of these brands is markedly higher among youth and young adults than older adults. These brands are also targeted at females and inexperienced youth smokers. For women, advertisements are mainly linked to themes such as weight loss, elegance, sensuality, and beauty. In Nigeria, as in other African countries, the tobacco industry has introduced light and slim cigarette brands. These brands are more enticing and appealing due to their profiles. The promotion of odorless products is also gaining traction.

Via marketing, the tobacco industry creates an impression among adolescents that odorless cigarettes brands are safe. For example, adolescents may believe that their parents will not easily find out they smoke if they consume odorless brands. In addition, flavored cigarettes may encourage adolescents to circumvent their parents’ strict rules against smoking.

While adolescents perceive flavored cigarette brands as fashionable, some brands, such as Rothmans, may even increase their sense of self worth because of their popularity.

Moreover, flavored cigarettes are the most prevalent types of tobacco products consumed by adult men in Nigeria.The tobacco industry has convinced first timers that smoking such cigarettes will boost their confidence. Since they come in different flavors such as banana and apple, their effect does not only affect male youth but also adults.

In most countries, cultural barriers hinder women from purchasing cigarettes. However, the tobacco industry finds ways of overcoming them. In the African context, one of the most alarming issues is the industry’s attempt to normalize the culture of smoking among African women by associating smoking with confidence and liberation. For example, the industry uses ‘trendsetters’ – specifically African women who smoke – to break down cultural resistance.

As a consequence, girls in many developing parts of the world are increasingly taking up smoking. Overall, the marketing strategies employed by the tobacco and alcohol industries in low- and middle-income countries disproportionately target women and girls. These strategies leverage existing gender disparities and cultivate a specious association between product consumption and female empowerment.