Abuja, Nigeria – March 3, 2025 – Over 77% of women across Sub-Saharan Africa report encountering tobacco advertising and usage in television, movies, and streaming services, according to The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa, a new study by Abuja-based public policy firm, Gatefield, conducted with support from the Bill and Melinda Gates Foundation.
This study, which surveyed women and girls in Nigeria, South Africa, Kenya, Rwanda, and Senegal, highlights the significant role media and social environments play in normalizing tobacco use among young women, who are increasingly exposed to sophisticated marketing tactics designed to glamorize smoking. The study also uncovers key industry approaches, including the use of flavors, packaging and messaging, for appealing to the interests of sub-Saharan African women.
In recent years, social media has become a primary avenue for tobacco companies to reach young women, with respondents aged 18-23 reporting the highest rates of exposure to influencer promotions, product placements, and giveaways. In South Africa, for instance, 30% of respondents observed influencers promoting tobacco products, a trend that has rapidly spread across platforms like Instagram, TikTok, and YouTube. While these tactics present smoking as an expression of independence and sophistication, they obscure the health risks and normalize tobacco use among a demographic traditionally resistant to smoking.
“The tobacco industry has been targeting African women for years,” said Omei Bongos, the co-principal investigator and Public Health Lead at Gatefield. “Our research presents a gender-specific analysis that makes clear just how the industry has been doing this.”
The study further reveals that respondents associate tobacco advertising with relaxation, adventure, and sophistication, even though cultural stigma against female smoking persists across the region. Approximately 76% of respondents indicated that female smoking is “not at all acceptable,” yet tobacco marketing continues to erode these social norms, increasingly positioning smoking as a symbol of autonomy and empowerment.
“With no regulations for new and emerging products like e-cigarettes in the surveyed countries, young women are increasingly exposed to targeted marketing, particularly in social settings and online,” said Dr. Sharon Nyatsanza, co-principal investigator and Deputy Director of the National Council Against Smoking. “If we are to protect girls and young women and prevent the normalization of tobacco use, there is an urgent need to close regulatory gaps and restrict advertising, especially on digital platforms.”
Key Findings
- Television, movies, and streaming services are the most significant channels of exposure, with 77% of respondents encountering tobacco marketing content through these mediums.
- Women aged 18-23 report the highest rates of exposure to tobacco promotions on social media, with South Africa leading in influencer marketing exposure at 30%.
- Despite targeted marketing, a strong cultural stigma persists, with 76% of respondents indicating that female smoking is “not at all acceptable,” yet the portrayal of smoking as a symbol of sophistication and independence risks shifting cultural norms.
“Information on tobacco marketing to women has largely been limited to a Western understanding of this demographic. This research illustrates the tobacco industry’s evolving playbook in targeting women across Sub-Saharan Africa, particularly its exploitation of digital and social platforms, creating new challenges for tobacco control,” said Adewunmi Emoruwa, Gatefield’s Lead Strategist. “Without immediate regulatory action, the risks to public health are immense, as younger generations of African women face increasing exposure to harmful, misleading marketing.”
The study calls for urgent policy changes and stronger enforcement of advertising bans to protect vulnerable populations, particularly young women and girls. Other recommendations emphasize the need for budget advocacy to strengthen government’s enforcement capacity and public awareness to dismantle the industry’s misleading empowerment narrative, emphasizing health, financial freedom, and self-care. The study offers a robust case for stronger tobacco control policies and counter-advertising efforts tailored towards protecting African women and girls from targeted industry tactics that threaten public health.
Country-Specific Insights
South Africa
South Africa exhibits the highest prevalence of tobacco use among the surveyed countries, with 65% of women reporting having tried tobacco products. Social venues are significant points of exposure, with 55.83% of respondents encountering tobacco promotions at parties and 50.83% at points of sale. Influencer-led social media promotions are highly prevalent, with 30% of South African respondents reporting exposure to these campaigns. South Africa reported mixed social acceptance, making South Africa an outlier in social norms around female tobacco use.
Nigeria
In Nigeria, which shows the lowest tobacco use prevalence with no respondents reporting usage, the influence of tobacco marketing is largely seen in digital spaces and at points of sale. Nigeria has the lowest marketing exposure among the countries surveyed, with points of sale being the most common exposure location at 9.8%. Social stigma remains high, with a significant portion of respondents associating tobacco advertising with relaxation but also with health risks.
Kenya
In Kenya, 34.17% of respondents reported having experimented with tobacco, with marketing exposure notably high in nightlife venues, where 59.17% encountered promotional activities. Targeted digital ads and flavored products like Shisha are commonly marketed as “modern” and “safe,” posing an increasing attraction for young women.
Rwanda
Rwanda shows balanced exposure across various settings, with marketing commonly seen at social gatherings such as parties (37%) and nightclubs (31%). The influence of Western media is contributing to a shift in traditional perceptions of female smoking, especially with products like flavored cigarettes that mask the smell and appeal to female users.
Senegal
Senegalese respondents report moderate tobacco use at 21%, with 28% exposed to marketing in nightlife settings. Advertising commonly portrays tobacco use as a symbol of freedom, while targeted branding and product design appeal to women, particularly through slim and flavored cigarettes, which are seen as more discreet options for female users.
Methodology
The study utilized a mixed-methods approach, combining quantitative surveys with qualitative interviews to capture a comprehensive understanding of tobacco marketing’s impact on young women across Sub-Saharan Africa. 593 female respondents aged 19-75 were surveyed across Nigeria, South Africa, Kenya, Rwanda, and Senegal, with an average respondent age of 34. The surveys measured tobacco use, marketing exposure in social venues and digital platforms, and perceptions of tobacco advertising, specifically among young women. The research included in-depth interviews with experts, stakeholders, and female tobacco users across each country to explore how tobacco marketing leverages cultural and social dynamics unique to each region.
Read research paper here
