New “Smoke Trap” report reveals surge of youth-targeted nicotine products 

• By Adekunle Yusuf and Olabisi Azeez

Nigeria faces a new public health challenge as e-cigarettes, heated tobacco products, and nicotine pouches infiltrate the lives of its young population, a report by Corporate Accountability and Public Participation Africa (CAPPA) has revealed. The study, titled New Smoke Trap: Emerging Nicotine and Tobacco Products, Youth Exposure and Policy Gaps in Nigeria, exposes how these products are aggressively marketed to adolescents and young adults, exploiting regulatory gaps and digital platforms.

Speaking at the report’s media launch on February 12 in Lagos, Akinbode Oluwafemi, Executive Director of CAPPA, warned: “Nicotine remains the central commodity. The same addictive substance that has anchored tobacco profits for over a century is now being disguised in sleek, fruity, and tech-savvy products that appeal to our young people.”

The research monitored markets and digital spaces in Lagos, Enugu, and the Federal Capital Territory, Abuja, documenting 781 nicotine and tobacco-related products, of which 573 were new-generation nicotine and tobacco products (NENTPs). E-cigarettes alone accounted for 522 products. Nicotine pouches, often marketed as “tobacco-free,” and heated tobacco products were also found proliferating in online and retail spaces. Prices ranged from N6,000 to N40,000.

Dr. Zikora Ibeh, who led field surveillance, explained: “These devices are designed to blend seamlessly into everyday life. Vapes are sleek and fruity; nicotine pouches are hidden in pretty containers; and heated tobacco products are being positioned as modern lifestyle accessories. The danger is that adolescents perceive them as harmless, while they remain highly addictive.”

The report emphasises the regulatory gaps that leave Nigeria vulnerable. While the National Tobacco Control Act 2015 and the National Tobacco Control Regulations 2019 addressed traditional cigarettes, these frameworks do not adequately cover products marketed as tobacco-free or synthetic nicotine alternatives. CAPPA’s findings suggest that these products are normalized among youth, rather than serving as cessation tools for adult smokers.

Mary Ann Etiebet, CEO and President of Vital Strategies, a partner in the study, said: “This is a critical moment for Nigeria. The industry is pivoting to attract youth, and our policies must pivot as well. If we do not act now, we risk entrenching nicotine addiction in a generation that should be protected, not targeted.”

The industry’s narrative often frames emerging products as reduced-harm alternatives. “Companies argue these are safer and can help smokers quit,” explained Prof. Olalekan Yusuf of the Africa Centre for Tobacco Industry Monitoring and Policy Research. “But our data show that in Nigeria, young people who never smoked are being exposed to nicotine. Addiction is being seeded before adulthood.”

The report’s methodology combined physical market surveillance, where trained monitors visited malls, supermarkets, kiosks, bars, lounges, and roadside stalls, with digital monitoring of Instagram, TikTok, X, Facebook, and online marketplaces. Vendors were observed promoting products with youth-oriented packaging, attractive flavours, and minimal age verification.

Olamide Martin Ogunlade, a CAPPA researcher, explained: “We documented not only product availability but also the marketing techniques that increase youth appeal. From influencer promotions to social media challenges, these products are embedded in youth culture.”

CAPPA recommends urgent regulatory reforms, including classifying heated tobacco products as tobacco, regulating all nicotine products under existing excise tax frameworks, restricting flavours and marketing, and harmonising enforcement across federal agencies. “Policy coherence is critical,” emphasised Akinbode Oluwafemi. “When one agency treats a product as a commodity while another recognises its public health risk, the industry exploits these gaps. The digital environment makes this even more urgent—these products spread online faster than regulations can keep up.”

The report also calls for renewed public education: “Nigerians must understand that absence of smoke does not mean absence of harm,” said Mary Ann Etiebet. “Nicotine addiction is real and neurotoxic, particularly for adolescents. Prevention is better than cure.” CAPPA’s findings highlight a clear message: Nigeria cannot afford regulatory complacency. Without decisive action, new-generation nicotine products risk reversing decades of tobacco control progress, entrenching addiction, and exposing youth to long-term health consequences. As Prof. Yusuf warned, “We are at a pivotal moment. The choices we make today will determine the health and well-being of a generation.”