The Evolution of Tobacco Marketing to Women and Girls in Sub-Saharan Africa

Abstract

Introduction: Historically, tobacco use among women and girls in Sub-Saharan Africa has been significantly lower than among men. However, recent trends show a concerning rise in smoking rates within this demographic. This shift necessitates a deeper examination of the role tobacco industry marketing plays in driving these changes. Focusing on five key countries Nigeria, South Africa, Rwanda, Kenya and Senegal this research provides a comprehensive analysis of industry marketing tactics targeting women and girls in the region.

Aims and methods: This study aims to investigate the evolving strategies used by the tobacco industry to market products to African women and girls. A mixed-methods approach was employed, combining a literature review, quantitative surveys and qualitative semi-structured interviews. In addition, a historical analysis of tobacco industry documents and an evaluation of tobacco control laws and regulations in the five surveyed countries were conducted to gain deeper insights into industry practices.

Results: Findings from Tobacco Industry Documents (TIDs) suggest that the tobacco industry has systematically targeted women for several decades, with a particular focus on young women aged 18-24. None of the surveyed countries currently have comprehensive laws addressing new and emerging products like e-cigarettes. Tobacco marketing was most commonly encountered in nightclubs, bars, lounges and parties, with 32.8% of participants reporting exposure in these settings. Social media exposure varied across countries, while television shows and movies consistently showed high exposure rates (77.2%) across all five nations. Key informant interviews highlighted dominant themes such as brands targeting females, cultural perceptions of female tobacco use, femininity, autonomy, influencer marketing, digital strategies, harm reduction narratives, proximity marketing, peer and parental influences and the perceived benefits of tobacco, particularly in terms of flavor taste and smell.

Conclusion and implications: The tobacco industry uses sophisticated marketing strategies to enhance product appeal, particularly targeting women through emerging products, flavor manipulation and harm reduction messaging. Proximity marketing in social settings has proven effective in increasing young women’s access to tobacco products. Critical regulatory gaps remain, particularly concerning e-cigarettes and other novel tobacco products. The adequacy and enforcement of existing TAPS regulations, especially those concerning digital media and cross-border advertising, need urgent attention. Countries should adopt proactive regulations that anticipate industry adaptations and reduce the need for frequent updates. TAPS bans must be extended to encompass emerging tobacco and nicotine products across both traditional and digital platforms. Additionally, regulations need to target proximity and harm-reduction marketing to safeguard young women and prevent the normalization of tobacco use among these vulnerable demographics.