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By Tina Amanda
As Nigeria confronts a growing wave of youth nicotine addiction, experts are raising alarm over the tobacco industry’s latest ploy: e-cigarettes and vaping products promoted as “safer alternatives” to smoking.
Almost a century after tobacco companies misled the American public with false claims about the safety of cigarettes often using actors dressed as doctors. The industry is again pushing a narrative many public health experts say is misleading and dangerous.
This time, the focus is on electronic cigarettes (e-cigarettes or vapes), which are being marketed globally, including in Nigeria, as part of a so-called ‘Tobacco Harm Reduction’ (THR) strategy.
These devices commonly referred to as vape pens, e-cigs, or electronic nicotine delivery systems (ENDS), do not produce traditional smoke. Instead, they emit aerosol particles often mistaken for harmless water vapor.
But research shows that these aerosols contain toxic substances linked to heart disease, respiratory illness, and cancer.
In May, the industry promoted ‘World Vape Day,’ claiming vaping can help smokers quit. But public health advocates say this is part of a sophisticated marketing campaign designed to hook a new generation of users especially youth.
According to Robert Egbe, a tobacco control advocate with Corporate Accountability and Public Participation Africa (CAPPA), explained that studies have shown that vaping is not the off-ramp from smoking it’s advertised to be. Instead, it often acts as a gateway.
“Young people who vape are significantly more likely to begin smoking traditional cigarettes. A recent Australian report revealed that men aged 18–24 who vape have a 59% higher chance of transitioning to smoking and a 33% higher risk of trying illicit drugs.”
Medical experts warn that nicotine, the addictive substance found in most vapes and tobacco products, can interfere with brain development in adolescents—potentially heightening vulnerability to other addictions.
In Nigeria, vaping is gaining popularity, particularly among youths. A recent study found lifetime vaping prevalence rates ranging from 5.8% to 19.8%, with current use at 11.8%. In Lagos, 7.9% of respondents had tried e-cigarettes. The highest rates of use are among people aged 15–35, driven by peer influence, alcohol use, and the perception that vaping is trendy and harmless.
Loose regulations are compounding the problem. In many parts of Nigeria, vapes are sold openly even to minors and are widely used in public spaces. Flavored pods and sleek, disposable devices flood the market with little oversight, making vaping more attractive and accessible to young people.
Egbe pointed that around the world, youth vaping is on the rise. In the United Kingdom, nearly 20% of children have tried vaping, often using brightly colored, flavored disposable vapes. In the United States, nearly 90% of young e-cigarette users prefer flavored products, with fruit, candy, and mint the most popular.
“Governments in Australia and New Zealand have begun cracking down with bans, while Canada and Ireland are reviewing their policies. Nigeria, however, remains largely unregulated.”
Nigeria introduced a progressive tax regime on tobacco and vaping products in 2022, increasing ad valorem taxes from 20% to 30% and gradually raising specific excise taxes on cigarettes. But under pressure from the industry and amid economic concerns, the federal government reversed these gains in 2023, reverting taxes to 2022 levels.
This rollback emboldened tobacco and vape companies to increase their presence, especially targeting young people through flavored products and social media marketing. Public health experts warn that without strong policy interventions, Nigeria could face a full-blown nicotine addiction crisis.
He called for urgent action on multiple fronts: Enforce age restrictions (18+) for purchase and use of vape products.Ban flavored and disposable vapes that appeal to youth.
Reinstate excise and ad valorem taxes on tobacco and vape products to make them less accessible and affordable. Strengthen laws banning indoor vaping and close regulatory loopholes..
Launch public education campaigns to raise awareness about the dangers of vaping and nicotine addiction. Support parents and educators in identifying vape use and discussing its risks with children.
Invest in research and monitoring of vaping trends, usage, and health impacts. Fund cessation and counseling programs, including digital services, to support young people who want to qui
The stakes are high. Every rise in youth vaping represents thousands of lives at risk of long-term addiction and health complications. If Nigeria fails to act decisively, it risks creating a new generation of nicotine-dependent youth—trapped by corporate deception and weak policy.
But there is hope. With informed regulation, effective education, and strong public health leadership, Nigeria can push back against the tide and protect its future generations.
