Abstract
BackgroundMajor transnational tobacco companies (TTCs) have identified Nigeria, the seventh most populous country in the world, as a market with a significant revenue potential, given its high youth population and growing gross domestic product (GDP). This research analyses tobacco industry-related strategies and activities targeting youth (aged 15 to 24 years) in Nigeria involving existing, but most importantly, future tobacco users. Nigeria is the focus of this study because the tobacco industry has viewed it as a major emerging market since the 1990s. Successful marketing in Nigeria could provide the industry with a template for similar initiatives in other emerging markets in low- and middle-income countries.MethodsThe research began with a systematic review of secondary literature to determine how the tobacco industry has targeted youth globally and factors contributing to youth smoking initiation. It then used the theory of triadic influence as a heuristic framework to categorize the various factors influencing youth smoking initiation and industry strategies related to increasing tobacco use among youths. Quotations from internal tobacco industry documents were organized into the three streams of the theory of triadic influence: biology/personality, social and cultural/environmental streams. A total of 12 interviews were conducted with 6 policymakers and governmental officials, 2 civil society organization representatives, a high school principal, a journalist and 2 researchers to investigate how the tobacco industry had targeted youth in Nigeria.ResultsThe findings indicate that TTCs have actively targeted youth in Nigeria since the 1990s, focusing on changing behaviour through the biology/personality, social and environmental/ cultural streams.ConclusionThe study suggests that Nigeria implement and vigorously enforce its 2015 National Tobacco Control Bill as well as a package of other measures to prevent tobacco companies targeting youth.
Highlights
Major transnational tobacco companies (TTCs) have identified Nigeria, the seventh most populous country in the world, as a market with a significant revenue potential, given its high youth population and growing gross domestic product (GDP)
Inteview data collected lacked the required depth for a thorough analysis on the state of tobacco control in Nigeria due to limited knowledge shown by some of the participants who held various positions related to tobacco control
The theory provides a valuable approach to understand the mechanisms by which TTCs have attempted to influence youth smoking behaviour
Summary
Major transnational tobacco companies (TTCs) have identified Nigeria, the seventh most populous country in the world, as a market with a significant revenue potential, given its high youth population and growing gross domestic product (GDP). Successful marketing in Nigeria could provide the industry with a template for similar initiatives in other emerging markets in low- and middle-income countries. The World Health Organization (WHO) predicts that 80% of tobacco-related deaths will occur in LMICs by 2030 [44]. This prediction is due to the shift by transnational tobacco companies (TTCs) to emerging markets to compensate for declining sales in traditional (largely high income) markets [23, 26]. Euromonitor [15] observes that Nigeria, Indonesia, Mexico, Philippines and Turkey [NIMPT] with growing economies, rising incomes, young and increasing populations, provide major opportunities for TTCs facing reduced demand in developed markets [15]
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