To mark World No Tobacco Day (WNTD) on May 31, 2024, a virtual discussion was held to address the pressing issue of youth tobacco addiction and the predatory tactics of the tobacco industry. The event, organized by the Renevlyn Development Initiative (RDI) and Vital Voices for Africa (VVA), featured key presentations and discussions with journalists across Africa, emphasizing the role of media in combating tobacco use among children.
Philip Jakpor, Executive Director of RDI, and Caleb Ayong, Executive Director of VVA, delivered the welcome addresses. Jakpor underscored the global burden of tobacco use, citing WHO projections that tobacco will kill over 8 million people annually by 2030, with the majority of deaths in low and middle-income countries. He highlighted the theme of this year’s WNTD, “Protecting Children from Tobacco Industry Interference,” which aims to pressure governments to implement policies to prevent children from becoming replacement smokers.
“Research shows that about one-third of youth experimentation with tobacco results from industry marketing and advertising,” Jakpor stated. He called on the media to play a strategic role in exposing the industry’s tactics and advocating for policy interventions to protect children.
Ayong emphasized the manipulative tactics of the tobacco industry, which targets youths with flavored products and aggressive marketing strategies. “As journalists, you hold immense power—the power of the pen, the lens, and the microphone. Your words can ignite change, expose industry lies, and inspire action,” he urged.
Jakpor discussed the World Health Organization’s MPOWER package, particularly the “Warn about the dangers of tobacco” component. He stressed the importance of credible sources and compelling visuals in reporting. “Good stories must go with the right pictures or videos,” he advised, suggesting child slavery in tobacco farms and secret smoking parties as impactful visuals.
Oluchi Joy Robert highlighted how transnational tobacco companies exploit Nigeria’s large youth population. The industry’s tactics include appealing packaging, covert advertising in media, flavored products, and easy accessibility via online platforms. “The economic burden of smoking is significant, with a large portion borne by developing countries,” she noted, calling for robust data collection to inform policy.
Achieng Otieno presented on the WHO Framework Convention on Tobacco Control (FCTC) and its alignment with children’s rights. The FCTC includes measures like bans on advertising targeting minors, smoke-free policies, and access to education about tobacco risks. “Children have the right to breathe clean air and be free from the harms of tobacco,” Otieno emphasized.
Ayong linked tobacco control to the Sustainable Development Goals (SDGs), noting that tobacco use undermines health and welfare goals. “Nearly 9 out of 10 smokers start before the age of 18, making the industry’s youth-targeted marketing particularly harmful,” he said. Ayong highlighted the need for journalists to expose these tactics and advocate for stronger tobacco control policies.
The event concluded with a call to action for journalists to intensify their efforts in exposing the tobacco industry’s harmful practices and advocating for policies that protect youth. Jakpor and Ayong thanked participants for their commitment to the cause and stressed the importance of unity in the fight against tobacco.
“Together, we can turn the tide. Let us be the storytellers who illuminate the path toward a tobacco-free future,” Ayong urged. The webinar was a powerful reminder of the media’s role in shaping public health policies and protecting the next generation from the dangers of tobacco.