PRESS RELEASE

Lomé, 31 May 2025

On the occasion of World No Tobacco Day 2025, the Africa Tobacco Control Alliance (ATCA) joins the international community in denouncing the increasingly aggressive tactics of the tobacco and nicotine industry.

This year’s theme, “Unmasking the appeal: Exposing industry tactics on tobacco and nicotine products”, sheds light on the deceptive strategies used by tobacco manufacturers to lure new consumers, especially young people, through manipulative product designs, attractive flavours, vibrant colours and glamourized marketing to make the products appear harmless and appealing.  By tapping into trends on social media and in fashion, technology, and wellness, the industry conceals the real dangers of its products.

ATCA reminds the public that these tactics are not new but continue to evolve in order to bypass regulations, manipulate perceptions, and normalize risk. In the face of this, heightened vigilance is essential.

“The tobacco industry continues to innovate—not to protect health, but to safeguard its interests and profits. Nicotine and tobacco products are highly addictive, but industry’s deceptive tactics make it easier to start using them and harder to quit! It is our duty to expose its strategies, raise awareness, and take action to protect future generations”
said Mrs. KODJO Kossiwa Epse KOUAMI, Acting Executive Secretary of ATCA.

ATCA calls for collective action focused on the following priorities:

• Strengthen regulations on all tobacco and nicotine-based products, including new ones such as heated tobacco, e-cigarettes, and nicotine pouches.
• Ban use of flavours and regulate product design to make them less appealing, additive and harmful to young people.
• Strictly enforce advertising and promotion bans, particularly on social media and among young people.
• Promote nicotine and tobacco free public places to protect non- users from the harmful effects of the emissions of these products.
• Implement tax and price measures to make the products less accessible to young people.
• Assist nicotine and tobacco users to quit, using proven, sustainable and evidence-based methods as guided by the World Health Organization.
• Raise public awareness about the real risks associated with these products, which are often wrongly marketed as harmless.

ATCA reaffirms its commitment to working alongside governments, civil society organizations, and technical partners for a tobacco-free Africa, where public health policies take precedence over the commercial and vested interests of the tobacco industry.

Unmask. Inform. Protect.

For media inquiries, please contact:
communication@atca-africa.org