According to a report by Tobacco Free Kids on May 23rd, the Nigerian government has announced new measures to restrict the depiction of tobacco in films produced in Nigeria (one of the world's largest film industries). This is the first time such measures have been taken in Africa, and it marks an important step in cutting off one of the most enduring ways tobacco companies target young people.
According to the new measures, movies depicting smoking or the use of nicotine must display health warning labels on screen at the beginning and end of the film. Additionally, warnings will appear on screen during scenes depicting smoking or nicotine use. Furthermore, these measures prohibit the display of tobacco and nicotine brands on screen, and prohibit brand marketing within the films. These measures apply to movies, music videos, and short films produced in the Nigerian film industry, and also prohibit tobacco advertising at movie premieres and screenings.
In Nigeria and around the world, the largest multinational tobacco companies are actively using celebrities, influential figures, streaming platforms, and social media to promote their addictive products to young people.
Last year, India became the first country in the world to regulate tobacco use on streaming platforms such as Netflix, Amazon Prime, and Hulu. The measures taken by Nigeria and India demonstrate that governments can intervene to protect their citizens and prevent the next generation from being exposed to tobacco and nicotine products on screens.
In February of this year, the 183 parties to the World Health Organization's Framework Convention on Tobacco Control (WHO FCTC) approved new measures to restrict tobacco advertising in entertainment and social media. The new measures taken by Nigeria reflect the country's commitment to fulfilling its obligations under this life-saving public health treaty.
The Smoke-Free Kids movement congratulates the Nigerian government for sending such a powerful message to Africa and the world - these measures will protect the lives of millions of people and represent a historic step taken by Africa in tobacco control.
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