Civil society organisations at the forefront of tobacco control have sounded the alarm over what they describe as a new strategy by the nicotine industry to lure young Nigerians into addiction.
The warning came with the launch of a report titled New Smoke Trap: New and Emerging Nicotine and Tobacco Products, Youth Exposure and Policy Gaps in Nigeria, published by Corporate Accountability and Public Participation Africa (CAPPA) in partnership with Vital Strategies.
Presented in Lagos, the report exposes the rising presence of e-cigarettes (vapes), nicotine pouches and heated tobacco products in Nigerian markets, describing them as a calculated shift by the tobacco industry to sustain addiction amid tightening controls on traditional cigarettes.
781 Products Identified in Three Cities
Speaking at the unveiling, CAPPA’s Executive Director, Akinbode Oluwafemi, revealed that researchers documented 781 tobacco and nicotine-related products across Lagos, Enugu and Abuja.
Of these, 573 were classified as New and Emerging Nicotine and Tobacco Products (NENTPs).
He warned that as regulations squeeze combustible tobacco products, companies are repackaging nicotine in sweet-flavoured and youth-friendly designs that appeal even to children.
“The industry’s survival depends on addiction,” Oluwafemi said, stressing that the products are being marketed as modern and safer alternatives, despite mounting health concerns.
Media Urged to Counter Digital Marketing
President and CEO of Vital Strategies, Mary-Ann Etiebet, called on the media to counter the industry’s aggressive digital marketing tactics using the same online platforms.
She warned that the new nicotine products pose serious health risks and emphasised the urgency of protecting young people from exploitation.
“The time to save the future through the youths who are exploited by the industry is now,” she said.
Experts Call for Broader Nicotine Regulation
Also speaking, Lekan Ayo-Yusuf of the Africa Centre for Tobacco Industry Monitoring and Policy Research at the University of Pretoria urged policymakers to regulate nicotine itself — not just tobacco products.
He advocated stricter market controls and evidence-based communication to counter industry narratives portraying the products as harmless.
Regulatory Gaps Exposed
The report highlights fragmentation among regulatory agencies as a major loophole. While health authorities classify the products as public health risks, trade and consumer protection agencies often treat them as ordinary consumer goods, allowing companies to exploit regulatory inconsistencies.
CAPPA has therefore called for sweeping reforms, including:
Expanding regulatory oversight to cover all nicotine products
Integrating emerging nicotine products into excise tax frameworks
Closing digital advertising loopholes
Strengthening age-verification systems
Harmonising enforcement across government agencies
The group also urged nationwide public awareness campaigns to dispel the misconception that the absence of smoke equates to safety.
As Nigeria grapples with rising youth exposure to nicotine, advocates insist that decisive action is needed to prevent a new generation from falling into addiction under the guise of innovation.
