One of the most pressing issues facing our youth today is the rising prevalence of smoking and e-cigarette use and the associated health risks. Protect our Next, a partnership of South Africa’s leading health, research and community organisations, says urgent action must be taken to better safeguard our young people from the dangers of these addictive products.

Youth advocate from the South African Tobacco-Free Youth Forum, Lesego Mateme, says, “Being the target of the tobacco industry’s aggressive marketing tactics, we fervently advocate for comprehensive bans on tobacco advertising, promotion, and sponsorship across all media, including digital platforms. Tobacco and emerging tobacco products should be viewed as threats to our generation.”

Protecting youth from targeted marketing

Recent data from the South African Medical Research Council (SAMRC) reveals alarming trends in youth smoking and e-cigarette use. The study findings reveal current prevalence of e-cigarette use among university students to be 26.3% (28.7% among males and 24.1% among females) and of that, 12.5% of students (15.4% among males and 9.8% among females) use e-cigarettes on a daily basis.

The study further shows significant exposure to tobacco and e-cigarette marketing among young people, particularly university students. This targeted advertising exploits the vulnerability of our youth, making them more susceptible to nicotine addiction, says Dr. Catherine Egbe, Specialist Scientist in the Mental Health, Alcohol, Substance Use and Tobacco Research Unit (MASTRU) at SAMRC.

The tobacco and e-cigarette industries have employed aggressive marketing strategies that glamorise smoking and vaping, often using social media and influencers to reach younger audiences. “We must remain vigilant against these tactics that aim to hook a new generation on nicotine,” says Egbe. “Our youth deserve better—they deserve a healthy, smoke-free future.”

The use of e-cigarettes in relation to user’s marketing exposure showed 58.7% of students noticed advertisements or signs promoting e-cigarettes in stores where e-cigarettes were sold, 65.7% of those who currently use and 56.3% of those who do not use. Overall, 76.4% of students reported any exposure to advertisements and marketing of e-cigarettes, 88.2% of those who currently use and 72.2% of those who do not use.

Students who reported being exposed to e-cigarette or hookah advertisement and marketing in and around their university campus were two times more likely to currently use e-cigarettes or smoke hookah compared to those who were not exposed, explains Dr. Egbe. Also, students who reported being exposed to e-cigarette or hookah promotions were four times more likely to currently use e-cigarette or smoke hookah compared to those not exposed.

These statistics underline the urgent need for robust public health strategies and educational campaigns to counteract the deceptive marketing tactics employed by the tobacco and vaping industries, says Dr Egbe. “There should be clearer graphic health warnings and plain packaging of hookah, e-cigarettes and cigarette products, these can assist to communicate the health risks associated with its use and may deter students from initiating use. The ban on tobacco advertising, promotion and sponsorship should be enforced for hookah products and urgently extended to cover e-cigarettes.” 

The Tobacco Products and Electronic Delivery Systems Bill

The draft Tobacco Products and Electronic Delivery Systems Control Bill represents a significant step forward in protecting young people from the harmful effects of tobacco and e-cigarettes. “This comprehensive legislation strengthens restrictions on marketing, increases smoke-free spaces and seeks to regulate e-cigarettes under the same laws as traditional tobacco products, limiting their availability and appeal to youth,” says Prof. Lekan Ayo-Yusuf, Director of the National Council Against Smoking (NCAS) and Head of the School of Health Systems and Public Health at the University of Pretoria. “Passing this bill is imperative to curbing the tobacco epidemic and safeguarding our youth from nicotine addiction.”

The incoming government’s responsibility to pass the Bill

With the recent general elections behind us, it is essential that the incoming government acts swiftly to pass the Tobacco Bill, says Lorraine Govender, National Manager of Health Promotion at CANSA. “Citizens across the nation have expressed support for the bill during national public consultations, recognising its potential to create a healthier environment for our children. The government must heed this call and prioritize the health of our youth.”

Actions we can take now

Even before the bill becomes law, Govender says that there are vital steps that pharmacies, schools, vendors, communities, and citizens can take to protect our youth:

• Pharmacies: Refuse to stock e-cigarettes and related products.
• Schools: Implement educational programs that raise awareness about the dangers of smoking and vaping.
• Vendors: Comply with existing regulations and refuse to sell tobacco products to minors or near schools.
• Communities: Advocate for smoke-free environments and support local initiatives aimed at reducing tobacco use.
• Citizens: Engage in public awareness campaigns and support policies that protect youth from tobacco and nicotine products.

Sanele Zulu, Convenor of the South African Tobacco Free Youth Forum, urges, “Communities play a critical role in shaping the choices our youth make. By working together, we can create a supportive environment that encourages healthy, smoke-free lifestyles.”

Zanele Mthembu, Public Health Policy and Development Consultant and Convenor of Protect Our Next, says, “Every day without better tobacco control legislation is another day that our youth are exposed to the harms of tobacco and e-cigarettes. We call on the government to act swiftly and decisively to protect our next generation.” For more information on Protect Our Next and our initiatives, please visit www.protectournext.co.za