By OLAWALE MAKANJUOLA

Jude grew up in a family with strict rules and forbidden practices; not once or twice did he consider going against these rules in his formative years. However, he eventually succumbed to one of the most addictive vices- e-cigarettes- because he could conveniently hide it from his family and community, it left no trace of usage and made him feel more sophisticated than those who were warned outrightly about the danger of smoking. Jude believed his preference was a marvel of technological ingenuity, supposedly healthy and could guarantee that he lived longer than his peers.

Jude is one of the millions of young people across the world who are highly susceptible to the alluring marketing of e-cigarette manufacturers to capture a new customer base among the youth and minors.

In creating this new wave of addiction, the tobacco industry targets youths for a lifetime of profit. A new World Health Organisation report estimates that globally, 37 million children aged 13–15 years use tobacco. In many countries, the rate of e-cigarette use among adolescents exceeds that of adults. Nigeria is no exception; many young Nigerians are increasingly getting hooked to the new generational flavours provided by e-cigarettes and shisha. This trend is gradually eroding the gains made with the enforcement and implementation of policies targeting conventional tobacco products. The influx of these products is a grave threat to our youth and tobacco control efforts.

These industries continue to market their harmful products to young people with enticing flavours like candy and fruit. Recent studies by the World Health Organisation have shown that more than 70 per cent of youth e-cigarette users would quit if the products were only available in tobacco flavour.

It is time to collectively address this loophole by ensuring that the tobacco industry adheres to the regulations guiding Tobacco Advertising Promotions and Sales in Nigeria.

Dr Tedros Adhanom Ghebreyesus, WHO Director-General, warns, “History is repeating itself as the tobacco industry tries to sell the same nicotine to our children in different packaging,” He adds, “These industries are actively targeting schools, children and young people with new products that are essentially a candy-flavoured trap. How can they talk about harm reduction when they are marketing these dangerous, highly addictive products to children?”

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These deceptive tactics which include using social media, Influencer engagement and strategic public relations are employed by tobacco manufacturers and this highlights the urgent need for stronger regulations and enforcement to protect young people from a lifetime of harmful dependence. If the National Tobacco Control Act is fully implemented by the relevant government agencies, millions of young people would be saved from this menace, consequently reducing the consistent pressure on public health facilities in the country.

As we commemorate this year’s World No Tobacco Day Celebration (WNTD), efforts aimed at combatting this growing epidemic must be urgently prioritized. Recognizing the importance of prevention in combating the tobacco epidemic, there must be a strong emphasis on youth engagement and education. School-based programs, compelling social media campaigns, and community outreach initiatives should be launched to educate young people about the dangers of flavoured tobacco use and empower them to make informed health choices.

Grassroots prevention models are also important in curbing the initiation of tobacco use among the youth and safeguarding future generations from the harms of addiction.

With a comprehensive approach encompassing policy measures, youth engagement, and collaborative partnerships, Nigeria would emerge as a model for a healthier, tobacco-free society.

We need to save more people like Jude within our society. As individuals and communities unite in the pledge to “Protect our Children from the Tobacco Industry Interference,” the vision of a tobacco-free Nigeria grows ever closer, promising a brighter and healthier future for all.

*Makanjuola is National Alliance Coordinator of the Nigeria Tobacco Control Alliance.

The Star