As the world observed World No Tobacco Day yesterday (31 May), the Heart and Stroke Foundation has raised urgent concerns over the tobacco industry’s aggressive marketing tactics aimed at young people. This year’s global theme, “Exposing Industry Tactics,” highlights the deceptive strategies used to promote tobacco and nicotine products, including vaping and e-cigarettes.
Tobacco Industry’s Appeal to Youth
Professor Lekan Ayo-Yusuf, Chairperson of the School of Health Systems and Public Health at the University of Pretoria, emphasized that the tobacco industry relies on recruiting young users to sustain its business.
“Once you’re hooked on nicotine, it’s a lifelong addiction. The end result is sickness and premature death,” he said. “To attract young people, the industry uses flavoured products, colourful packaging, and misleading claims to mask the dangers.”
Illicit Tobacco Trade Fuelling the Crisis
A major challenge in South Africa is the illicit tobacco trade, which makes up a significant portion of the market due to weak enforcement and tax evasion. Prof. Ayo-Yusuf revealed that 80% of illicit cigarettes are locally manufactured, with manufacturers deliberately under-declaring production to avoid taxes.
“The solution lies in stricter oversight by SARS and law enforcement,” he said. “Tobacco companies must be held accountable for tax evasion, which makes these products cheaper and more accessible to youth and low-income communities.”
Government Inaction and Rising Smoking Rates
Despite past successes in tobacco control, South Africa has seen a sharp increase in smokers—from 9.5 million in 2018 to 14.9 million today—due to delays in passing stricter regulations. The tobacco industry has heavily lobbied against the Control of Tobacco Products and Electronic Delivery Systems Bill, which aims to curb youth-targeted marketing and regulate e-cigarettes.
“Many believe vaping is harmless because of fruity flavours, but heating these chemicals creates toxic substances that harm the lungs,” Prof. Ayo-Yusuf warned.
Call to Action
With illicit trade and weak enforcement undermining public health efforts, experts urge the government to strengthen regulations, enforce tax compliance, and clamp down on misleading marketing.
“The tobacco industry will always find ways to circumvent laws unless authorities take decisive action,” Prof. Ayo-Yusuf stressed. “We cannot afford to lose another generation to addiction.”
As World No Tobacco Day passes, the message is clear: South Africa must act now to protect its youth from the deadly grip of tobacco.