The African Tobacco Control Alliance (ATCA) is raising urgent concerns over the tobacco industry’s latest tactics… this time in the metaverse. A recent Guardian investigation has revealed how smoking avatars and branded content are being used to glamorize tobacco use in virtual environments, many of which are frequented by young users and lack adequate regulation.

Africa’s Digital Rise and the Risks That Come With It

Africa is undergoing a digital revolution. With mobile-first access, rising internet penetration, and increasing digital literacy, the continent is embracing immersive technologies at an unprecedented pace. The African Union’s Digital Transformation Strategy (2020–2030) envisions a future where digital tools drive inclusive growth, education, and entrepreneurship.

But this promise is now under threat.

As African youth engage more deeply in virtual spaces, including gaming, social media, and the metaverse, the tobacco industry is adapting its playbook to lure them into addiction. The use of smoking avatars and branded virtual content is a calculated move to normalize nicotine use among children and adolescents, exploiting regulatory grey areas and weak oversight.

Why This Matters

• 70% of Africa’s population is under 30
• Internet penetration has doubled since 2015
• Mobile-first access dominates digital engagement
• Digital literacy is rising, but awareness of manipulation remains low

This trend is not innovation, it is manipulation. It’s a deliberate attempt to reshape social norms and recruit a new generation of users through digital seduction.

ATCA’s Call to Action

To protect Africa’s youth and uphold public health, ATCA calls on governments, civil society, tech companies, and other stakeholders to take decisive action:

• Ban tobacco promotion in virtual environments, especially those popular with young people.
• Collaborate with platform developers to enforce anti-tobacco content guidelines, age verification tools, and moderation systems.
• Strengthen global surveillance of tobacco industry behavior across digital platforms.
• Invest in youth education and awareness, empowering families to navigate virtual spaces safely.
• Reaffirm commitment to the WHO FCTC, expanding its relevance to emerging technologies and cross-border marketing.

Leading the Regulation, Not Following It

We must not wait for regulation to catch up, we must lead it. The metaverse must not become a loophole in global health protection. This is a pivotal moment for tobacco control actors to rise with equal innovation and determination.

ATCA calls on governments, international bodies, civil society organizations, digital innovators, and youth networks to unite in defending public health across all spaces, both physical and virtual. This fight transcends borders, industries, and platforms.

Our Commitment

ATCA pledges to expose, confront, and dismantle these emerging threats. The future of our children, and the integrity of Africa’s digital promise, depends on it.

Together, let’s ensure the metaverse becomes a space for imagination, not addiction.