How Social Media Fuels Smoking Among Nigerian Youth- Oluwaseyi Alli

Tobacco use continues to pose a significant public health challenge in Nigeria, where approximately 3.9 million adults, including a growing number of young adults aged 18 to 25, used tobacco products as of 2021. Of even greater concern is the rising prevalence of smoking among young people, driven in part by the pervasive influence of social media. Oluwaseyi Alli, a seasoned public health professional with extensive experience in tobacco dependence treatment, highlights how digital platforms are reshaping youth behaviours and provides strategic solutions to combat this growing menace.

The Role of Social Media in Tobacco Promotion

Social media platforms such as Instagram, TikTok, and Twitter have become powerful tools in the marketing arsenal of tobacco companies. Through influencer endorsements, viral trends, and targeted advertisements, these platforms glamorize smoking, making it appear trendy, accessible, and harmless.

Oluwaseyi remarked, “social media has created a digital environment where smoking is not only normalized but celebrated, particularly among impressionable youth. This pervasive influence makes it more difficult for young Nigerians to resist the temptation of tobacco use.” He further emphasized that the shift from traditional to digital marketing allows these companies to reach vast audiences, bypassing conventional regulatory frameworks.

The glamorization of smoking on social media platforms often trivializes the associated health risks, fostering curiosity and experimentation. “For many young Nigerians, smoking is portrayed as a status symbol—a sign of modernity and independence,” Oluwaseyi observed. “This dangerous narrative needs to be dismantled before it leads to a public health crisis.”

Challenges in Addressing the Problem

Despite the enactment of Nigeria’s National Tobacco Control Act in 2015, which seeks to regulate tobacco marketing, enforcement remains inconsistent. Digital advertisements, particularly on international platforms, often evade regulatory oversight, leaving youth exposed to aggressive marketing tactics.

Oluwaseyi pointed out, “Policy without enforcement is ineffective. The gap between regulation and implementation has allowed tobacco companies to exploit digital platforms unchecked. Bridging this gap is critical to protecting our youth.”

Health inequalities also exacerbate the problem. Tobacco use remains disproportionately high in low-income communities, where access to cessation resources and education on the dangers of smoking is limited. Oluwaseyi advised, “We must prioritize underserved populations, ensuring they have equal access to resources and education. Without this focus, we risk widening the health disparities in our society.”

Strategic Solutions for Nigeria

To tackle the influence of social media on youth smoking, Oluwaseyi advocates for a multi-faceted approach that addresses policy gaps, promotes education, and leverages technology:

Strengthen Policy Enforcement in the Digital Space
“The Nigerian government must update its tobacco control policies to include specific regulations targeting social media platforms,” Oluwaseyi advised. He recommended collaborating with tech companies to monitor and flag pro-tobacco content and imposing penalties on violators to deter such practices.

Promote Digital Literacy and Counter-Narratives
Educating young Nigerians about the dangers of smoking and the manipulative tactics of tobacco companies is essential. Oluwaseyi remarked, “Digital literacy programs should empower youth to critically evaluate online content and make healthier choices.” He suggested creating engaging, evidence-based anti-smoking campaigns on popular platforms to counteract the glamorization of tobacco.

Expand Access to Cessation Services
Integrating tobacco cessation services into primary healthcare systems across Nigeria is vital. “Accessible, affordable support tailored to the needs of young people can significantly reduce dependency,” Oluwaseyi stated. He stressed that such services should be available in community health centers nationwide.

Leverage Technology for Tobacco Control
“Technology offers unique opportunities to enhance tobacco cessation efforts,” Oluwaseyi highlighted. He recommended developing mobile apps and online platforms that provide real-time support, motivational messages, and progress tracking for individuals looking to quit smoking.

Foster Multi-Sectoral Collaboration
Oluwaseyi emphasized the importance of collaboration, saying, “We need to bring together policymakers, educators, healthcare providers, and digital platforms to create cohesive strategies that address tobacco use at all levels.” This approach, he added, would ensure that efforts are aligned with Nigeria’s socio-cultural and economic realities.

Looking Ahead: A Tobacco-Free Nigeria

The rise of social media-fuelled tobacco use among Nigerian youth demands urgent and decisive action. “The future of Nigeria’s youth depends on our ability to adapt to the challenges of the digital age and implement innovative solutions,” Oluwaseyi concluded.

By enforcing policies, empowering communities, and leveraging technology, Nigeria can mitigate the harmful influence of tobacco marketing and create a healthier environment for future generations. Oluwaseyi remarked, “The journey to a tobacco-free Nigeria is not just a policy mandate—it’s a moral obligation. We owe it to our youth to provide them with the tools and knowledge to make informed, healthy choices.”

Let us act now to protect the well-being of our youth and pave the way for a smoke-free Nigeria. Together, we can ensure a healthier, more prosperous future for all.