The African Tobacco Control Alliance (ATCA) is calling for the implementation of digital regulations to prohibit tobacco promotion, particularly in virtual spaces frequented by young people.
The lobby group has raised concerns over a growing trend involving the use of smoking avatars and branded content in the metaverse, urging governments, policymakers, and other stakeholders to take immediate action to protect children from manipulation by the tobacco industry.
The alliance emphasised the urgent need to engage platform developers in adopting strict anti-tobacco content guidelines, implementing age verification tools, and strengthening content moderation mechanisms.
In a statement, Interim Executive Secretary Mrs. Kouami Kossiwa described the marketing tactics as dangerous for Africa, where 70% of the population is under 30, internet penetration is rapidly growing, and critical awareness of online manipulation remains low.
“Young people constitute an important base of the digital space. As African youth become increasingly active in virtual spaces, including gaming, social media, and immersive platforms, the tobacco industry is adapting its playbook to lure them into addiction”, she observed.
Additionally, she called out tobacco promoters for exploiting unregulated digital spaces.
“This is not innovation; it is manipulation, and it must be confronted urgently with swift regulatory actions. The tobacco industry’s encroachment into the metaverse is not just a marketing shift. It is a calculated move to reshape social norms and recruit a new generation of users through digital seduction”.
A report shared at the World Conference on Tobacco Control last month in Dublin set out multiple examples of new technologies being adopted to promote smoking and vaping, including tobacco companies launching digital tokens and vape companies sponsoring online games.
“We must not wait for regulation to catch up, we must lead the regulation process. The metaverse must not become a loophole in global health protection”, warned ATCA while advocating for strengthened global surveillance of industry behaviour across digital ecosystems, with coordinated reporting and accountability.
She also insisted on the need to invest in youth education and awareness, highlighting the importance of empowering families to navigate virtual environments safely and resist harmful influences.
